John Hancock Vitality - It’s Not What You Think


John Hancock Vitality is an innovative life insurance product that rewards people for the healthy things they do every day. To break through the consumer apathy of its category, we reframed it as a lifestyle brand.


Even if you’re a policy holder, life insurance isn't something you think about or interact with on a daily basis. It’s at best forgotten, at worst, irrelevant. Our job was to show consumers that with John Hancock Vitality, healthy everyday habits translate into discounts and rewards on life insurance.


To capture people's attention, our campaign co-opted the style and tone of lifestyle brands. By featuring health trends and wellness activities we knew our audience was already interested in, like yoga, golf, and organic juice, we enticed them to lean into John Hancock Vitality.