What's Under My Rug?

What's Under My Rug? – Awareness Campaign for PAD Insurance

Role: Senior Art Director / Concept Contributor

Insight:

Romanians have a cultural tendency to postpone or ignore overwhelming problems, often choosing to “sweep them under the rug” — until that pile becomes too large to ignore and leads to more damage.

Idea:

We wanted to raise awareness about the importance of confronting uncomfortable realities, especially when it comes to protecting your home. Through humor and exaggeration, we dramatized how out-of-control things can get when you avoid the truth.

Concept:

"Ce e sub preșul meu?"

Inspired by the format of “What’s in my bag?”, we created a localized, relatable twist: “What’s under my rug?” A humorous look at the emotional and practical baggage we tend to hide — and why insurance can help deal with it.

Amplification Tactics:

Interactive Instagram Stories:

A series of tappable or “shake to reveal” rugs that uncover witty or eye-opening facts about the benefits of PAD insurance.

Thematic Rugs in Public Spaces:

Large rugs placed around cities with symbolic mounds hidden underneath. Passersby are encouraged to lift the rug and discover helpful information about natural disaster coverage and home insurance.

The “Danube Rug” Installation – Galați:

A massive rug laid across a portion of the Danube riverbank, humorously visualizing the absurdity of trying to cover up large-scale problems — like floods — with inaction.

The Biggest Rug/Mesh in Romania – Bucharest:

We propose wrapping a central Bucharest building with a seismic risk (marked with the red dot) in an enormous printed rug — becoming the largest mesh installation in the country. The execution calls attention to the real danger of ignoring structural vulnerabilities.

Impact Goal:

To shift avoidance into action. Through bold, absurd visuals and interactive touchpoints, this campaign brings insurance awareness into the public conversation in a way that’s both light-hearted and thought-provoking.

TEAM:

Agency: v8

Year: 2025

Laura Ionescu - Creative Director

Andreea Siran - Group Creative Director