metlife | fresh hot life insurance

 Concept: Let's turn life insurance into a conversation starter and pizza into an unexpected new sales channel.

Since time began, life insurance has been the creepy, depressing talk no one wants to have – which was a problem for MetLife because it’s a purchase that usually only gets made when spouses sit down and discuss it.

So we created The We Need to Talk Pizza.  A discounted pizza sold through Domino's branded by MetLife.

The pizza led to a website where you could get a snapshot of your family’s insurance needs while factoring in things like college and car purchases.

We also created in-game experiences, pillow cases you could write on, even a TV channel aimed at starting conversations.

Our idea was if MetLife could own the life insurance conversation, they could own the category.

Role
Creative Director, Writer

Full Credits
Alfonso Marian, Chief Creative Officer
Edu Herran, Group Creative Director, Art Director
Alena Cason, Josh Aiello, Writers