"Do what you gotta do – we will do everything so that you are well insured" goes the claim of the new BARMER campaign which is directed at a young target group. The campaign was developed by GREY Düsseldorf for the health insurance and photographed by SVEN JACOBSEN. All clichés and replaceable advertising images were consistently left out for the sake of credibility. Instead, the camera accompanies a young clique having a carefree time –...