What happens when tiny houses and figurines, created entirely from scratch with the help of AI, face extreme weather conditions? BAAS DIGITAL provides the answer with its new imaginative campaign for Anytime home insurance, titled “They took it easy“.

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​A miniature world, brought to life entirely through artificial intelligence, unfolds in a scene where the protagonists remain unfazed by the forces of nature. Wind, rain, snow—nothing can shake the composure of these tiny heroes, thanks to Anytime’s extra coverage for natural disasters.

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​Focusing on consumer psychology, we crafted a concept where extreme weather, instead of causing fear, becomes a source of humor. Cutting-edge technology seamlessly integrates into Anytime’s communication strategy, resulting in a campaign that stands out for both its aesthetics and effectiveness. The phrase “They took it easy” both humorous and insightful, addresses the audience’s need to feel safe and reassured. Meanwhile, the miniature world—unexpected for a home insurance campaign—becomes an essential part of the campaign storytelling.

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​BAAS DIGITAL, known for its creativity and innovation, has successfully transformed a serious topic like natural disasters into an enjoyable and engaging viewing experience—always with respect and balance. The use of artificial intelligence to create the miniatures adds a touch of magic and showcases BAAS DIGITAL’s expertise in communication.

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