New York Life: Celebrating a new kind of hero - The Brave Of Heart

New York Life (NYL), an insurance company, launched a campaign to communicate what NYL stood for to drive differentiation and recruit more Americans into life insurance.

Campaign details

Brand: New York LifeAgency: Anomaly New York

Summary

How would you like to feel at the end of your life?

It's a difficult question to ask someone and a hard one to answer.

When you actually talk to people about it, a poignant truth emerges.

People want to feel the profound peace of knowing they laid the foundations of a better future for those they love, even though it is a future they will not be a part of.

To hear people talk of this desire is to be moved by its sincerity, simplicity and...

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