In celebration of National Life Insurance Month (yes, this is a thing), CP+B created a campaign for MetLife asking customers who they live for.
They then shared the results in a series of two online videos, called “Who I Live For” in an attempt to show the positive, human side of life insurance. The videos, as you might expect, attempt to pull on the heartstrings as people share photos of their children, grandchildren and significant others. Mixed in with the more predictable answers are a couple who share their love for their bulldog, Huey. Both spots end by inviting viewers to share who they live for with the hashtag #WhoILiveFor, as a social extension of the campaign. “Who I Live For” puts a premium on spontaneity, with seemingly unscripted responses from those interviewed and in the longer of the spots (featured above), one respondent offering up a seemingly improvised song as a soundtrack. Read more