After three decades of Snoopy, MetLife reinvents themselves as a global, more human and modern insurance provider.


In North America, we created a rallying cry for employee benefits called “We're for the Workforce.” In Mexico, we focussed on the changing needs of the growing middle class. And in Japan, our consumer facing product offerings were simplified for an aging population—dealing with financial stress over embracing retirement.

+ 558,000 small businesses to consider MetLife for insurance and benefit needs
+ 220% in ROI
+ Effy Awards Finalist
(The “Anything But Small” small business campaign)

My Role: Creative Director, AD
CD Partner: Anders Gustafsson
Agency: ARGONAUT
CCO: Rick Condos
Team: Sha Nguyen, Lea Ladera
Team: The Deitzes
Team: Rachel Marshall,
Tynessa Jue
Team: Shravan/Kamil
Team: Chris Kessler,
Samantha Jolie


CASE STUDY: A GLOBAL REINVENTION
Anything But Small


These documentary spots of real people covered stories of small business owners that had unique stories to tell, and to them, their business was anything but small. Stories ranged from a steel fabrication shop owner with a generations-old family business that’s failing in today’s economy, to a dentist who went above and beyond the responsibility of an employer for an employee fighting cancer.

Japan / Global


Japan is a major secondary market for MetLife and we spent a lot of time working on creative for that market. This involved extending our global campaign to their region, and developing distinct creative for the Japanese market. We worked together with the Japanese agency and the global MetLife marketing team. Below is a small sample of the work we did globally.




Soooo many neat ideas...


MetLife really wanted to position themselves as thought leaders in their industry so we focussed on provocative ideas that would get people thinking, generate buzz, and let MetLife own the conversation about these future-forward territories. We've presented piles of great ideas through the years that we've been quite proud of. We usually led our creative presentations with the PR headline that could be generated by the work— which distilled the idea into a very short description, and also helped illustrate the benefit of producing it. Below are a few of my favs.


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