Psychological Insight
In a climate that escalated the psychological “ambiguity loss” of envisioned retirement futures, Physicians Mutual leveraged positivity, advocacy, and the social-proof principle to trigger joyful optimism among audiences to reclaim the retirement they deserve.
Brand Strategy
Spotlight the fruits of a well-earned retirement resecured with a Physicians Mutual trusted relationship.
Creative Idea
“The retirement you deserve” campaign presents joyful depictions of what a Physicians Mutual relationship feels like, looks like and provides to their customers. The campaign features celebrity spokesperson John Michael Higgins, music and shared experiences portrayed through imaginative situations.
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