How could John Hancock get people to think about their futures without the usual scare tactics?


Digital, Social, Video

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.

Retirement Rookie Mockups 2
  • 14M engagements
  • 65M impressions
  • 24M video views
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