Title	HORNY VIRLAVAL
Brand	DNB
Product/Service	BANK
Category	B02. Dimensional Mailing
Entrant	TRY Oslo, NORWAY
Idea Creation	TRY Oslo, NORWAY
Media Placement	VIZEUM Oslo, NORWAY
Production	ANIMASJONSDEPARTEMENTET Oslo, NORWAY

Name	Company	Position
Lars Joachim Grimstad	TRY	Copywriter
Egil Pay	TRY	Art Director
Jonas Grønnern	TRY	Copywriter
Lars-Kristian Harveg	TRY	Art Director
Caroline Ekrem	TRY	Copywriter
Sara Hødnebø	TRY	Art Director
Torkil Jarnholt	TRY	Copywriter
Bjørnar Buxrud	TRY	Copywriter
Jeppe Gjesti	TRY	Graphic designer
Marianne Eskeland	TRY	Designer
Arne Eggen	TRY	Account Director
Camilla von Borcke	TRY	Project Manager
Aina Lemoen Lunde	DNB	Client
Mette Olsen	DNB	Client
Erlend Loe		Writer
Kim Holm	APT	Designer
Marianne Strandl	APT	Producer
Joakim Sjødin	APT	Designer
Eirik Huse	APT	Animation

The Campaign

We sent the whole legal text to one of Norways most famous writers - Erlend Loe - and challenged him to use the exact same letters to write a short story. The legal text was transformed into a story about love, loneliness, vulnerability - and a horny dog called Virlaval. The short story was published online, as an audio book and as a book sent to potential customers.

Creative Execution

The project appeared on TVCs, on social media and on own platforms (webpage, crm). The book was then sent home to potential customers.

Results

Total sales of insurance went up by 41% compared to a comparable similar period.

We made a book and sent it to potential customers

The strategy was to tell the target audience that DNB has made insurance simple. The Coverage Guarantee© is so good, you can read a book instead of reading the legal text. We made a TVC that told about the project. Everyone could read the story online, and potential customers were sent the printed book.