Plan For Amazing
// branded content
Our 2019 Retirement campaign goal was to increase aided brand awareness in the Retirement category and make John Hancock synonymous with planning for retirement. So, we partnered with The Players Tribune, an established sports leader, to co-develop branded content that promotes our “Plan for Amazing” concept centered around NFL football players. We sparked excitement in the financial planning space, by creating a movement of renaming your retirement plan to three things our sponsored athletes want to do in the future. (D.K. Metcalf, Eric Ebron, Brandon Copeland, Myles Garrett)
Tony Capozzi – creative direction
Erin Grannemann – copy
Nicole Ricciardi – art
The Players' Tribune promotion