WNBA star and Olympic gold medalist Sue Bird delves into life after retirement from professional basketball in this campaign for Symetra out of agency Copacino Fujikado. We join Bird, a real modern retiree, on her journey to find life’s next adventure in a new series, “Plan Well, Play Well.”
The brand’s first-ever content series and social-first campaign highlights the benefits of planning well for retirement in a fun and fresh way. Campaign films show Bird in a cake decorating contest with baking show judge Robert Lucas, taking a turn at beekeeping with Mr. & Mrs. Bee Rescue (Jeff and Julie Russell), and learning to perform a hip hop tap dance routine with social media sensation and instructor to the stars, Chloe Arnold.
This film shows Bird and Arnold putting tap dancing through its paces.
Symetra, best known for offering retirement plans, employee benefits and life insurance products, tapped its long-time creative partner Copacino Fujikado to bring the series of films to life with the help of Michael Call, a well-known reality TV producer and director, via production company ScrappyPants.
Mike Hayward, chief creative officer at Copacino Fujikado: “Retirement used to mean rocking chairs on the porch. Symetra wanted to show what retirement is really about: discovering your next chapter. Sue Bird, while young for a retiree, represents what modern retirement looks like–seeking out your new passion. And as we look for new ways to engage with audiences, we’re excited to experiment with this new social-first approach – helping Symetra show up in a more casual environment and show a different side of both the brand and Sue.”
CreditsClient Symetra Agency Copacino Fujikado Mike Hayward, chief creative officer; Vince Soliven, executive creative director; Lianne Onart, group creative director; Evan Tear Haynes, art director; Karina Carlson, sr. copywriter; Kris Dangla, Jen Allen, Hannah Lofgren, producers; Katie O’Mara, sr. strategist. Production Company ScrappyPants Michael Call, director; Mario Panagiotopoulos, DP; Leslie Brockett, line producer. Editorial Fresh Coat Studios Brian Alter, editor; Joshua Lieske, animator. Dubs Inc. Troy Murison, editor. Audio/Sound Design Hearby John Buroker, engineer; Nannette Buroker, exec producer. Music Associated Production Music
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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