Integrated campaign and product launch

While a senior copywriter at Hill Holliday, I worked on an integrated campaign supporting the launch of a new life insurance program from John Hancock. I crafted brand voice guidelines, print and digital advertising, explainer videos, and an experiential activation.

Experiential activation and video

John Hancock’s Vitality life insurance program stood out for its approach of offering policyholders rewards for living healthily. My partner and I hit the streets of Boston and Cambridge with a small video team for this “surprise and delight” tactic in which we looked for people actively choosing a healthy alternative and rewarded them with a free Fitbit.

How it works video

This video explaining the program appeared on the microsite that Hill Holliday developed for the launch. In addition to writing all the microsite content, I also wrote the script for this video.

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Print ad for consumers

In all the launch creative, we aimed to sell the Vitality program as a new kind of life insurance — one that rewards living, not dying.

View the ad as a PDF.

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Print ad for producers

This ad positioned the Vitality program as an easy sell for John Hancock’s target B2B market, life insurance producers.

View the ad as a PDF.