PSYCHOLOGICAL INSIGHT:
In a climate that escalated the psychological “ambiguity loss” of envisioned retirement futures, Physicians Mutual leveraged positivity, advocacy, and the social-proof principle to trigger joyful optimism among audiences to reclaim the retirement they deserve.
BRAND STRATEGY:
Spotlight the fruits of a well-earned retirement resecured with a Physicians Mutual trusted relationship.
CREATIVE IDEA:
“The retirement you deserve” campaign presents joyful depictions of what a Physicians Mutual relationship feels like, looks like and provides to their customers. The campaign features celebrity spokesperson John Michael Higgins, music and shared experiences portrayed through imaginative situations.