This is for the tree-climbers.
France's GMF is the leading insurer of public sector workers. But, typical of the modest sector it serves, it's spent the past 80 years of its existence running ads that the brand itself has acknowledged are "cautious" and not too screamy.
Well, the world has changed and everyone's screaming. So, it teamed up with TBWA Paris to assert its position in a way that feels loyal to who the brand is—it's a quieter competitor, but therein lies its power.