Life Happens | A Promise Kept
Life Happens is a nonprofit organization dedicated to helping consumers make smart insurance decisions to safeguard their loved ones.
The Challenge
For Life Happens 25th Anniversary they needed a video that communicated the importance of life insurance in an emotionally moving way.
The Approach
After the success of our last video with Life Happens, we knew we wanted to change things up. So we began to explore what their brand would look like in a fully animated execution. And in doing so, it opened up our minds to unlimited narratives. Because you see, with animation, we weren’t limited in our creativity by the number of location shoots, or access to talent, etc… if we could draw it, we could do it.
The Execution
From the beginning, we knew that we wanted this video to have a classic animated feel. But it wasn’t until after the script was finished that we began to envision exactly how that would take form. Since the aim of the narrative had always been to feel authentic to its core, we felt the animation style should follow suit. And so we decided on a cel animated approach to give this a timeless, engaging, and almost Disney-like quality.
Early Design Frame
Bringing the Baby to Life
Before we were even halfway through, Life Happens was so on fire for this video that they asked us to create two more “Life Moment” animations that they could use in their drip marketing campaign.
A Positive Surprise
When you’ve got a growing family…
Life Happens | Live On
Life Happens is a nonprofit organization dedicated to helping consumers make smart insurance decisions to safeguard their loved ones.
The Challenge
The folks at Life Happens weren’t interested in metrics, they needed a video that hit the emotions.
The Approach
Much of our inspiration came from Life Happens previous campaign tagline, “Life insurance isn’t for the people who die. It’s for the people who live.” A strong and true statement, but we knew we could take it further. The real benefit of life insurance is that it enables your loved ones to “live on” after you’ve passed. That was the message we wanted to communicate, and the following is how we developed the idea…
Imagine for a moment that you’ve passed on. Would you want your loved ones to continue in misery? Or would you want them to continue on living life? The latter of course! The more we thought about this, the more we thought about all the important life lessons that parents pass on to their children to ensure their kids not only live on, but live well. And that’s when we started to imagine a story of a father reading to his daughter. But to really drive home the point, we knew that there had to be some sort of a twist…a positive one where the audience didn’t just walk away sad, but encouraged to do the same for their loved ones.
The Execution
In order to successfully tell this story, it was vitally important that the daughter never acknowledge the presence of her father…because remember, he’s not actually there. Working with child actors can make this a difficult feat, but that’s why you ALWAYS bring candy to set. ;)
We also spent a lot of time writing and designing the “Life is for Living” children’s book. Not only did it provide our little actress with something to focus on, but it provided Life Happens with a resource that they could then offer to families with children who have lost a parent or guardian.
We even created a 30 sec teaser that Life Happens is currently using as pre-roll.
The Result
"Holy smokes it’s killer!!!"
"Wow. Tingles…this is AMAZING."
"Literally cried! That was great. Maybe too close to home - pictured my daughter."
Plus, last we checked, our view count was half a million. :)
“Just wanted to let you know that the video is a home run! We’ve been showing it at meetings, trade conferences and in eblasts. People are tearing up; people are reaching out to talk to us about it and the list goes on. Thanks again on a job well done!”
Life Happens | Dream On
Life Happens is a nonprofit organization dedicated to helping consumers make smart insurance decisions to safeguard their loved ones.
The Challenge
Can we do it again? That pretty much sums up the challenge we were faced with when Life Happens came back to us after our first and second campaign with them.
The Approach
Without giving too much away, this time we decided to focus on the importance of the long term benefits of Life Insurance. Watch for yourself and see if we did the job ;). And while you’re at it, check out the 60 TV spot below!
The Result
We received this email shortly after sending them final files…
”We’ve been hearing phenomenal things from board members, company partners and agents as we share Dream On. Our board chair cried on Zoom when she saw it.”
Celebrity PSA – Danica Patrick
Life Happens is a nonprofit organization dedicated to helping Americans take personal financial responsibility through the ownership of life insurance.
The Challenge
For the past few years, Life Happens has partnered with Danica Patrick to talk about the importance of having life insurance. This year, the story of life insurance needed to be highlighted through Danica's journey out of racing and into her new endeavors. Our challenge was to authentically capture Danica telling her story about the importance of life insurance off the track, and communicate the journey she's on as she pursues her newest passions.
The Approach
Our main concern with this video was authentically telling the story of Danica's journey, and moving our focus away from racing, while still clearly relaying her passion for life insurance. We started with an array of questions that would help guide our conversation with Danica, and then began to narrow in on key areas to focus on. We captured our studio time with her from arrival to departure in order to give the viewer a more disarming and personal look into the process, and bring them into the story that was being told.
The Results
“Our three-time Life Insurance Awareness Month spokesperson Danica Patrick’s public service announcement (PSA) about the importance of life insurance and financial planning was seen 1.6 Billion times! Incredibly, her video was in the top 7% of all PSAs run last year.” Faisa Stafford, President and CFO at Life Happens
“Our partners look forward to these videos every year, and VeracityColab’s partnership helped provide exactly what we were looking for.”