Client
Thisted Forsikring

Agency
Happy & Co.

Partners
Outwest Production

Year
2017

Rebranding the backbone of society

Wanting to strengthen their position as a locally anchored, understanding and committed insurance company, Thisted Forsikring set out to restore pride in their local community. Based on insights from a comprehensive survey of hundreds of Danes living in the so-called outskirts, we aimed to challenge the prejudices and misinformed beliefs many non-residents have about North, Central and West Jutland otherwise known as “the outskirts”. Through the integrated campaign “Vi fra Danmarks Rygrad”, Thisted Forsikring draws a different and unexpected picture of life in the fringes by telling authentic stories about the inspiring and committed people living here: Their customers. And while some still refer to it as “the outskirts”, we prefer to think of it as backbone of Denmark.