Monday, August 28, marked the 60th anniversary of the March on Washington and Dr. Martin Luther King Jr.’s “I Have a Dream” speech.
To honor the occasion, American Family Insurance, in partnership with TIME, assembled an integrated campaign which builds on American Family and TIME’s ongoing partnership dating back to 2020. At that time, American Family Insurance partnered with TIME to launch an interactive immersive project called “The March,” bringing the March on Washington to life via a virtual reality exhibit. Now, the companies have collaborated to create an integrated campaign which includes a tribute video (“60th Anniversary”), this :30 commemorative spot (“The March”), and series of social videos. The videos were produced following the “Honoring the March Impact Family Dinner” event earlier this month (August 10) and feature such notables as abolitionist Yusef Salaam, actress Yara Shahidi, Olympic athlete Ibtihaj Muhammad, and Bernice A. King, daughter of Martin Luther King Jr.
The commemorative ad debuted on August 28 and ran throughout the day on media purchased by American Family Insurance. The digital tribute and social media videos were also posted throughout that day. Later this year, TIME and American Family Insurance will announce the second annual “Dreamer of the Year” Award.
In addition to American Family Insurance and TIME, other partners involved with this commemorative campaign include Elite Media, American Family’s creative agency partner, TIME’s Red Border Studios (production) and Performics (media).
