GALLERY 26: Topdanmark - Lucky Cigarette Smoker

Topdanmark avoids the usual shock tactics of insurance companies. Instead of displaying scenes of panic, Robert/Boisen opts for a more subtle approach, presenting us with a scene of tranquility with our protagonist relaxing to the sound of opera music. A potentially dangerous situation unfolds as he falls asleep with a lit cigarette. Disaster is avoided very simply however, thanks to a coffee cup, alluding to the equally easy manner with which the insurance company deals with any outcome, lucky or otherwise.

Product/client: Topdanmark Insurance

Agency: Robert/Boisen & Like Minded

Christian IX Gade 1

Copenhagen K 1111


T: +45 33 37 63 00

F: +45 33 37 63 01


Creative Directors: Kim Boisen, Michael Robert

Art Director: Michael Robert

Writer: Kristel Kroier

Agency Producer: Soren Christensen

Production company: Bacon CPH

Kronprinsessegade 2 2nd

DK-1306 Copenhagen K


T: +45 70 20 22 86

F: +45 70 20 22 89


Director: Kasper Wedendahl

Producer: Lene Mejer

Director of Photography: Jan Richter-Friis

Post-production company: Sonne

Sortedam Dossering 55

2100 Copehagen


T: +45 35 37 44 77

Editor: Niels Thornberg; Sonne

Flame Artist: Jan Tvilling

Sound Design: Jason Luke; Supersonic

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