New client MassMutual asked us to create a DRTV campaign to support the launch of a new life insurance product for seniors. We advocated breaking a few DRTV “rules” by engaging consumers with human-centric creative and a dose of storytelling before unleashing an onslaught of selling points and calls to action. We found the right balance between the two, and supported by ongoing analysis and optimization, were able to make the spot even more effective.
Role: GCD/CW
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