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John Hancock and Hill Holliday had an illustrious 30-year relationship that fostered numerous award-winning campaigns. This was not one of them. But I think it should've been. I love this concept and the executions. Hancock wanted to stay close to their "real life, real answers" unvarnished look at life, and these updated that notion quite well. The idea was to air the "Intro" spot on TV and end it abruptly, encouraging viewers to go online and see the outcomes. Thankfully, they did. On the first night the spots aired the website crashed because of traffic. No one was happy about that. Except me. I knew it meant they were working. (NOTE: Each spot you scroll on below has three alternate endings, making a total 12 spots. In other words, hit the bathroom now. You're in for a long haul. But it's worth it, I swear.)
John Hancock
00:30
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The Question Intro
00:59
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Ending1
00:51
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Ending 2
John Hancock Investments
So you wanna talk B2B ? Okay, I can do that, too. I never understood why B2B was such a mysterious specialty. It's still just B2C, only with more insider talk. I mean, the person we're talking to is a consumer, right? Well, that's my approach and it's the thought behind this campaign we did for John Hancock Investments. To talk to them like, um, people. They still need to be entertained and moved in order to be persuaded. Even when it's a complex and- quite frankly- boring subject.
Lightbulbs
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Marbles
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