Car Curling - Smartpolis Insurance | Clapboard Ad Archive

Car Curling from Smartpolis Insurance and agency Voskhod in the Russian market delivers a striking illustration of how experiential activation can inject fresh energy into the finance sector’s communications. In 2017, Smartpolis Insurance reimagined the public’s relationship with insurance products by hosting the first Car Curling Tournament, an irreverent and visually magnetic event that transformed cars into curling stones as a metaphor for the brand’s role in providing safety and control. Rather than defaulting to the conventional tropes of insurance advertising — testimonials, damage, or dry infographics — the campaign captured the curiosity of its target audience through a playful but purposeful mass spectacle, symbolizing the peace of mind that a robust financial safeguard brings. This approach sits squarely within Clapboard’s FORMAT#9 — Symbolize the Benefit, deploying the whimsical yet bold visual of cars gliding with precision across a curling sheet to dramatize how Smartpolis Insurance cushions and guides clients through life’s unpredictable events. The campaign’s single media asset distilled this creative premise into a concise, shareable piece, encapsulating both the kinetic excitement of the event and its underpinning message of reliability and innovation. Voskhod’s use of the curling motif was uniquely local yet universally intelligible, making the campaign relatable to Russian audiences while also resonating globally through the universality of gameplay and risk. For the notoriously disengaging world of banking and finance, Car Curling achieved standout recall by sparking conversation online, heightening the emotional engagement around the brand, and encouraging consumers to view insurance as both accessible and essential. The campaign earns 64/100 in Clapboard’s global creative archive. In a category often characterized by rationality and reserve, Car Curling signals a confident pivot towards emotional storytelling and imaginative symbolism, demonstrating how even the most functional offerings can claim cultural relevance through experiential creativity.