In celebration of National Life Insurance Month (yes, this is a thing), CP+B created a campaign for MetLife asking customers who they live for.
They then shared the results in a series of two online videos, called “Who I Live For” in an attempt to show the positive, human side of life insurance. The videos, as you might expect, attempt to pull on the heartstrings as people share photos of their children, grandchildren and significant others. Mixed in with the more predictable answers are a couple who share their love for their bulldog, Huey. Both spots end by inviting viewers to share who they live for with the hashtag #WhoILiveFor, as a social extension of the campaign. “Who I Live For” puts a premium on spontaneity, with seemingly unscripted responses from those interviewed and in the longer of the spots (featured above), one respondent offering up a seemingly improvised song as a soundtrack.
Credits:
FORMAL CLIENT NAME: MetLife
EXECUTION TITLE: Who I Live For
AGENCY: CP+B
VP / EXECUTIVE CREATIVE DIRECTOR: Dan Donovan
EXECUTIVE CREATIVE DIRECTOR: DJ Pierce
CREATIVE DIRECTOR: Peter Knierim
COPYWRITER: Chris Potts, Mariangela McMurray
ART DIRECTOR: Ryan Dowling, Mackenzie Gire
SOCIAL SUPERVISOR: Jillian Hart
COMMUNITY MANAGER: Katie Souther
VP / SENIOR INTEGRATED PRODUCER: Ramon Nuñez
SENIOR INTEGRATED PRODUCER: Katie Porter
JUNIOR PRODUCER: Rachel Noonan
SENIOR BUSINESS AFFAIRS MANAGER: Lisa Gillies
PRODUCTION COMPANY & CITY: Plus Productions, Boulder
CO-DIRECTOR: DJ Pierce
CO-DIRECTOR: Steve Capstick
DP: Steve Capstick
STILL PHOTOGRAPHER: DJ Pierce
EDITOR: Chadwick Shoults
ASSISTANT EDITOR: James Bedford
VOICE EFFECTS: Adam Nix
LINE PRODUCER/POST PRODUCER: Lennon Barnica
COORDINATOR: Jenna Van Deventer
VP / GROUP ACCOUNT DIRECTOR: Scot Beck
VP / ACCOUNT DIRECTOR: Shaheen Salimi
CONTENT SUPERVISOR: Brenda Aguilar
CONTENT MANAGER: David Turk
SENIOR BUSINESS AFFAIRS MANAGER: Lisa Gillies
BUSINESS AFFAIRS: Daphne Papadopulos
COGNITIVE ANTHROPOLOGIST: Dominic Hanley