For this radio campaign, we used more than sounds to recreate the inescapable feeling of an earthquake. Romania had in 1977 an earthquake that lasted 55 seconds and caused a lot of deaths and damage. In order to create awareness for the necessity of having a home insurance, we ran an unique 55 seconds radio ad, which was simultaneously aired on ALL major radio stations, at the exact time the 1977 earthquake took place. The reactions were more than emotional and shared..