STRATEGY

The repositioning was designed to enhance HDI's role as a reliable solution in a world full of uncertainties. The motto is functional, but also emotional: it's the peace of mind of knowing that, when something goes wrong, HDI is there to solve it. 

The brand stems from the essence of HDI: delivering insurance that truly works, in a practical, transparent, and reliable way. This spirit is summarized in the tagline "Certainty that makes you feel safe," a clear statement of the company's purpose. The new positioning reflects HDI's strength in Brazil and reaffirms its leading role within the Group.  

As a strategic partner of HDI, the agency is responsible for everything from brand strategy to campaign execution across national media, out-of-home advertising, digital platforms, and film. 

CREATION 

More than just an advertising campaign, the project represents the strengthening of the partnership between HDI and Anacouto. A collaborative process that combined strategy, creation, and execution at every stage, resulting in communication that reinforces the insurer's commitment to efficiency, clarity, and proximity. 

With creative concepts also developed by Anacouto, the campaign features "Incerto," a clumsy and ill-equipped villain who never manages to win when HDI is around. He embodies everything that can go wrong in everyday life, but loses ground to the certainty, precision, and efficiency that the brand offers. 

The pieces explore light and situational humor, with phrases like "the uncertain will have to look for another occupation" and "the joy of the uncertain doesn't last long," reinforcing that with HDI's certainty, uncertainty has no place. 

The result is aspirational, emotionally relevant communication with strategic humor and great potential for raising awareness. 

HDI is the certainty that keeps you safe. It's a well-established insurance company in the market that truly works when you need it, so uncertainty has no place with it.