DKV is a major German insurance provider.

This campaign promotes their private long-term care insurance, by drawing a comparison with state-provided long-term care, and private. The story follows two characters — Emilia and Frank — through their lives, showing them living the way they want. The payoff is that with state-provided care, you can no longer live independently. Whereas, you can live as independently as you want with DKV long-term care insurance.

This campaign was executed in print, TVCs and with a microsite.