More Powerful Together

So much more than life insurance.

Challenge: New York Life is a 180 year-old brand that acts humbly for a company ranked 69 on the Fortune 100. How do we tell their story in an authentic way.

Together with their network of 15,000 financial advisors across the country, New York Life has made incredible impact helping families when they need them most, in their moment of loss. As the company has expanded their offering beyond life insurance to the full suite of financial services, those advisors have been able to impact the lives of families in new ways.

The ad above follows the journey of a young family partnering with a New York Life financial advisor to create a better future for their child. The cross-generational story is beautifully told by Henry-Alex Rubin of Smuggler and perfectly captures the spirit of the company's new brand essence ‘More Powerful, Together'. This brand essence developed as a collaboration between ourselves and New York Life will stretch across all paid, owned and earned media, including sponsorship.