| London International Awards 2014 | ||
|---|---|---|
| Branded Entertainment | Branded Webisodes/Online Content | Bronze Winners |
Corporate Name of Sponsored Client: Liberty Mutual
Agency: Hill Holliday, Boston
Chief Creative Officer: Lance Jensen
Creative Directors: John Dukakis/Michael Grimes
Copywriter: Michael Grimes
Agency Producer: Arestia Rosenberg
Social Media Strategists: Michelle McCudden/Mazy Yap
Production Company: MAKE, New York
Director: Jay Heyman
Executive Producers:
Dana Locatell (MAKE), Hugh Broder (The Station)
Line Producers: Timothy Mack/Nan Sandle
Directors of Photography: Bill Winters/Jonathan Furmanski/
Luke McCoubrey
Post-Production Company: The Station, New York
Editing Facility: The Station, New York
Editors: Brian Budak/Conor Kelly/Meredith Veach
Audio Engineer: Colin Thibadeau
Music Production Company: The Diner, New York
Music Producer: Andrew Stein
Account Team: Summer Dembek Latif/Megan Sullivan/Kim Angelovich/
Lindsay Fletcher
Project Manager: Hailey Sweet
MAKE Lighting: Edison Jackson/Jason Fife
VFX Artist: Dan Sforza
Description of the Project:
As an official partner of Team USA for the 2014 Winter Olympics, Liberty Mutual had a big opportunity and an even bigger challenge: though the brand had category exclusivity during the Games, it would now be competing for consumers’ attention within a compressed period of time among a crowded field of iconic brands, whose core product offerings were inherently more interesting and splashier than insurance.
Our strategy for achieving this was to reposition the brand in a way that tapped into the equity and emotion of the Olympic Games. Liberty would no longer be in the business of insurance—it would be in the business of comebacks, much like Olympic athletes themselves. From this idea, the broader RISE campaign took shape, and we identified 10 legacy athletes and Olympic hopefuls, each of whom had a unique, emotionally resonant personal or professional comeback story and who had the potential to RISE to greatness at the Games themselves. We then created a series of short, docu-style films that told their stories, distributing them through social and paid efforts in the months leading up to (and during) the Games.