In a world where insurance still often sounds complicated, tangled, and a bit dry, Wiener Insurance VIG remains true to its communication style and once again pushes the boundaries in the insurance industry. Wiener’s new campaign, “Jasna stvar” (A Clear Thing), continues where Wiener began its unconventional communication path five years ago: placing the client and their sense of security at the center of communication. This time, however, with an even clearer message – everything important can and must be clear. And when we talk about clarity, who better to embody it than Jasna Zlokić?
A Clear Choice
Just as their previous communication platform refreshed the tone of an industry that had until then largely relied on fear, the new “Jasna stvar” campaign aims to emphasize even more strongly that insurance products don’t have to come with complicated conditions and complex wording.
That’s precisely why Jasna Zlokić stands behind Wiener’s new image campaign – with her presence, her work, and her very name. With more than four decades of career behind her, Jasna is a synonym for honesty and emotional connection with the audience. In the campaign, she’s not acting – she’s simply herself: authentic, direct, and witty.
“When we read in the brief that Wiener wants to make its products and communication more understandable and transparent, the headline ‘Jasna stvar’ quickly crystallized, and about a second later that title became inseparably linked to our music diva Jasna Zlokić, known for her charm, sharpness, and honesty. Luckily, Ms. Jasna was willing and ready to ride a motorcycle, pilot a plane, study wild cats, and hum tunes on a sleigh – as long as it all happened in a controlled studio environment in front of a green screen. And so we approached it. With the team from Wiener’s marketing department who recognize and support a different creative approach, and proven production led by the imaginative Rino Barbir, it was a pleasure to turn this idea into reality – even if it means we won’t be able to get ‘Skitnica’ out of our heads for the next few months,” said Miro Perić, Creative Director at BBDO Zagreb, the agency behind this witty campaign.
The Diva Everyone Listens To
What’s particularly interesting is that Jasna Zlokić, traditionally associated with an older audience, has experienced a real renaissance among younger generations in recent years. Her charm, self-irony, and unpretentiousness delighted audiences during her appearance at the Zagreb concert of rapper 50 Cent, and her covers of songs by Goran Bare and other rock performers have further broadened her fan base.
It’s precisely this ability to break out of conventional molds and connect different styles and age groups that makes her the perfect voice for a campaign that speaks to everyone – from those thinking about insurance for the first time to those who already know the value of having a reliable partner.
Crystal-Clear Vision
Humor, warmth, and relatability continue to be Wiener’s communication strengths, now reinforced by clear client benefits. The new claim “Jasna stvar” is not just a promise of transparency, but the result of real changes happening behind the scenes at Wiener – from product redesign using simpler language and clearer terms to more flexible policies and better-tailored packages for real-life situations. All of this has been translated into a product that truly gives clients what they need. A clear thing – no complications.
No Wandering When It Comes to Insurance
Headlines like “We’ve Made Insurance Clearer” and “A Clear Thing” are more than just playful wordplay – they announce and summarize a deeper shift in the insurance narrative. To make it even more convincing, the campaign and TV commercial are accompanied by Jasna’s legendary hit Skitnica.
Finally, from Wiener Insurance comes this message:
“Whether you prefer the wind or a calm harbor, Wiener is here to be your clear and reliable partner. Because only such a partner can provide true peace of mind.”
