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.”
