new YORK LIFE
NYL came to us with the insight that most people don't feel life insurance companies have their best interest in mind. When actually it's a selfless act to buy insurance for those you care for. So we created a campaign that showcases the good in ordinary people. Anchored by the tagline KEEP. GOOD. GOING. It highlights a belief system that guides New York Life in everything they do.
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We launched by taking over six subway stations across the country and ultimately created over 500 pieces of creative including hundreds of billboards and thousands of placements—resulting in millions of daily views.
digital
Online, we told stories of everyday good through the photos and home videos of real people. And on social media, we sparked a conversation about what it means to do good.
web content
We created web content for a series called “A Million Acts of Good.” A collection of stories from ordinary people that emphasized the good in their lives. They were also used for a touch screen outdoor installation. Touch a person's face, hear their personal story of good and end with a life lesson.