“This is not a sports ad…it's life insurance.”
We developed a campaign based on fitness and nutrition misdirects to launch John Hancock's partnership with Vitality, a life insurance product that rewards people for living a healthy life. We showed life insurance as it was never shown before, by co-opting the look and language of lifestyle brands to generate interest and intrigue.
The full campaign assets included broadcast TVC , OLV, OOH, print, and digital, and rolled out in Atlanta, GA. The :30 spot aired during Super Bowl LIII.
We even created a custom branded running shoe with Adidas!
For print & OOH, we wanted to capture objects in a way that would trigger a visceral response in the observer. Food should feel fresh, drinks should feel refreshing and products should feel tactile and real.
Production Company: Slash Dynamic
Director/DP: Travis Hanour
Editorial/Post Production: Whitehouse Post Production
Editor: Barney Miller
VFX: Carbon
Music: SixtyFour Music
Print Production: Bernstein & Andriulli
Photography: Jamie Chung
