What will our lives be like in a few decades? What technologies will be part of our daily lives? How will we take care of our health, manage our finances, and protect those we love? These questions were the starting point for SulAmérica's new campaign and the video that takes the audience on a visual journey through the next 130 years.

The film, which you can watch below, tells the story of different people experiencing everyday situations in the future. There are medical consultations with holograms, digital tools that anticipate needs, and moments of care that happen in a simple, human, and personal way.

By imagining a series of possible futures—diverse, technological, fast-paced, and yet profoundly human—the campaign's idea is not to predict the future itself, but to show that, whatever the scenario, SulAmérica will continue to reinvent itself to stand alongside Brazilians. Therefore, the company chose to work with real people, representing different ages, backgrounds, and stories. The blend of technology and affection sets the tone of the narrative: machines evolve, but the human essence remains. Life continues to happen, relationships continue to matter, and technology appears as support, not a replacement.

The campaign marks the 130th anniversary of SulAmérica, one of the most traditional companies in the country, which has grown alongside different generations of Brazilians. And it is precisely this encounter between past and future that inspires the brand's unique tagline: "In your life. For life."

A relationship that spans generations.

Few companies in Brazil have a history as long as SulAmérica, which began before electricity was established in Rio de Janeiro. In 1895, when Joaquín Sanchez de Larragoiti founded the company, the country was still taking its first steps as a Republic, and the concept of life insurance was in its infancy in the Brazilian market. Choosing this segment, instead of the dominant branches of the time such as fire or transport insurance, said a lot about the company's ambition: to build businesses based on protecting people.

Over the course of 130 years, the country has transformed itself countless times. Since the first claim paid, amounting to fifty thousand réis, SulAmérica has accompanied cycles of economic expansion and recession, currency changes, pandemics, dial-up internet, and now, the era of artificial intelligence. The campaign uses this trajectory as a backdrop for a simple message: despite all the transformations, its purpose has always remained the same – to care for people's lives and be by their side during the most important moments, with confidence. The brand's tagline reflects this continuous presence.

Trust as a starting point

The campaign's development also involved a listening process with clients and company leaders. In all topics related to health, financial planning, or family protection, one element emerged as crucial: trust. In a world where the future changes rapidly, trust becomes increasingly central.

This interpretation guided the creative direction of the film and the tagline, which seeks to translate a value present in the brand's journey since 1895. For Andreia Junqueira, CMO of SulAmérica, the campaign stems from this balance: “Celebrating 130 years is more than celebrating a number. It's about looking at everything we've been through as a country and still remaining by people's side.”

When we combine the insights of our customers, our leaders, and our history, we understand that the essence of SulAmérica has remained the same: proximity, presence, and trust. We wanted to talk about the future without losing sight of what truly matters.”

She also reinforces the choice of featuring real people: “Life is made up of everyday life, of different stories, of unique journeys. Showing this diversity was essential to conveying what it means to care for people's lives, today and tomorrow.”

The result is a campaign that invites the public to imagine the next 130 years, but without losing focus on what remains essential: the relationship between the company and its customers. The creative work was done by Black Flag, with the film's airing strategy and subsequent developments handled by GPeS. The ads, the video, and the new tagline will now be integrated across all SulAmérica channels, marking the beginning of a new chapter for the brand.

A new chapter: from communication to experience.

The movement doesn't stop at the video. SulAmérica is also announcing a new institutional portal and a new app, both redesigned to improve navigation, simplify routines, and offer more autonomy in day-to-day decisions. According to the company, the goal is for the digital aspect to reflect the same principle as the new tagline: to accompany people's lives in an integrated, practical, and continuous way.

“This move expands SulAmérica's reach to a broader perspective, taking on a more prominent role in people's lives with financial protection, investments, and 360-degree solutions for health, dental, and life insurance,” says the executive.

“This is not a campaign or a communication exercise: it is the expression of our vocation as a company. This is how we see the next chapters of SulAmérica: expanding the reach of care, from health to planning, always alongside people. It is our way of saying that, no matter what the future holds, you and those you love will be safe,” he concludes.

The company's strategy is showing signs of traction. In 2025, SulAmérica returned to the ranking of the 25 most valuable brands in the country, according to Interbrand Brazil, was highlighted in the Top of Mind HR survey, and was elected the most loved health plan in São Paulo by the Veja São Paulo/MindMiners survey. In the financial arm, SulAmérica Investimentos maintained the highest rating from S&P Global Ratings for the 16th consecutive year and was recognized by FGV as the best manager specializing in private credit.