John Hancock Vitality

People avoid life insurance because it’s like betting on death, and the cliche ads that make sure to remind us of that in nearly every spot.

But, John Hancock Vitality fosters a good life by rewarding healthy choices, like eating well and exercising routinely. Turning every workout and checkout at Whole Foods into an investment on your life insurance.

So, to break through the apathy of the category and showcase the innovative product, we sold it like a lifestyle brand.

Contributions: print, social, ooh, case study.

To call attention, we borrowed the look and feel of lifestyle brands to position life insurance as an object of desire in all our print, social, digital and OOH ads.


Then, we placed the ads where our target normally encounters lifestyle brands, like the cover of People Magazine, on ESPN’s website (banners) and in gyms and airports.