Heat

John Hancock - Retirement Community

Overview

To help John Hancock break through to younger audiences who don’t have retirement on their radar, we created a content series with Fast Company that leveraged an underused strategy in the retirement category: comedy.

Challenge

We needed to make Millennials think about their own retirement. How do we make retirement planning relevant for an audience that lives in the moment and would rather be binge watching a show or posting Instagram pics of rainbow sprinkled ice cream cones?

Solution

We made retirement planning feel youthful and entertaining instead of stodgy and old-fashioned by creating the John Hancock Retirement Community – a retirement experiment built and filmed in the heart of SXSW. Comedians Pete Holmes & Jamie Lee got a real taste of retirement as they experienced it first-hand.