To launch the campaign, we had David reach out on his social media channels to ask viewers what he should do post-retirement. After receiving thousands of submissions, David gave some of them a try. We created four custom videos featuring our Retirement Rookie dabbling in some new post-retirement activities. 

The campaign was a huge success, with appearances on various TV programs including The Late Show with Stephen Colbert. The campaign grew so much in popularity, it sparked a partnership with Fusion TV with a weekly docu-series called Big Papi Needs a Job.