// branded content
The challenge was to strengthen John Hancock’s position as a brand that can help the meager 42% of Americans who are actively saving for retirement. To breakthrough their apathy, we used branded content to make planning for retirement feel like youthful entertainment instead of a stodgy obligation. We put comedians Jamie Lee and Pete Holmes, stars of HBO’s Crashing, through the challenges of retirement planning – all from a tiny-house-retirement-community at SXSW.
In partnership with Fast Company, a popular publication for our audience, we created episodic content, long-form articles, bite size retirement tips, and shareable gifs to create dynamic ways for our audience to engage with the brand and rethink retirement.