In 2021, Hedvig did a report on what it means to grow up for Scandinavian people aged 20-30. One finding that stood out was that 16% of all respondants listed makeup and beauty products as their most valuable posessions – something that no insurance company covered. Yet.

The campaign highlighs the newly added coverage and features people doing their make up in public, far away from their bathroom at home, using anything reflective that goes as a mirror.

Film featured local profiles Vincent Beier, Pauline Krokeide and Julia Dang. Song by Bladee & Mechatok. Directed by Anton Tammi, produced by Pine.

As a social extension of the campaign, we teamed up with Gustaf Westman Objects, and together we designed a custom portable makeup mirror. The mirror were launched on Hedvig’s instagram, and seeded to selected beauty influencers.