Het onderlinge gevoel (The onderlinge feeling)

We are Onderlinge ’s-Gravenhage. We arrange our financial future together.

Onderlinge ‘s-Gravenhage is certainly not the only life insurance company with a mutual structure, i.e. with members rather than shareholders. But it does have one of the few life insurance companies that proudly has the word ‘mutual’ in its name.

So when they came to us for a brand story and communication strategy, our advice was simple: claim the ‘mutual-feeling’, but translate it into something that is relevant now, namely the sharing economy that is based less and less on large institutions and more and more on small collectives.

Based on that, we wrote the brand story and a series of radio commercials. To make the mutual feeling also visual, we portrayed a large number of employees, participants and advisers. In this way, slowly but surely, what anno nowadays is often called a ‘community’ emerges again, but which in essence is no different from what Onderlinge ‘s-Gravenhage has been for 125 years: a community of ordinary people serving each other’s interests.