With the campaign "The Invisibles," Fidelidade Angola paid homage to thousands of overlooked workers. Featuring real testimonies from Angolan housekeepers, security guards, drivers, babysitters, and bricklayers, this campaign shines a light on their stories while promoting a product designed to safeguard their livelihoods.
Fidelidade: Os Invisíveis
Client.
Fidelidade
Making an impact.
Advertising.
Banking & Professional Services.
A campaign for Fidelidade Angola that pays tribute to thousands of workers
Challenge.
In a labour context where many jobs are informal, safeguarding the thousands of workers who contribute daily to the nation's progress and development is crucial. In light of this issue, Fidelidade Angola has tasked us with creating a campaign to protect domestic workers and their families through Workmen's Compensation insurance.
Concept.
Analysing this reality, we realised that many workers feel ignored. It quickly became clear that this project had to be more than just a campaign. It had to be a tribute to these people: "The Invisibles”.
Deployment.
We began by collecting real testimonies from dozens of Angolan workers, men and women who shared their stories, realities, and labour experiences. From these interviews, we created five documentaries exploring the professions of Housekeeper, Security Guard, Driver, Babysitter, and Bricklayer.
We realised that many workers feel ignored. So we created the concept of ‘The Invisibles’.
Impact.
Together with Fidelidade, we created a campaign that made thousands of Angolans visible while advertising a product designed to protect them.
“This is the first time that an Angolan insurance company has launched a national campaign to recognise the efforts of those who, although often invisible, are fundamental to the growth of our country.”
Luis Alves, CEO of Fidelidade
