New York Life was turning 175 years old. They needed a rebrand that told a new story.
One that represented their true legacy: helping people make selfless decisions based on their love for others.
We pitched them a platform that finally justified many years of studying Latin in high school and ancient Greek in college.
It articulated the company’s entire 175-year history, and the values of their clients, in one unique word:
agápe | ἀγάπη | ah-gah-peh — love as an action.
On social, we told smaller stories that further defined what agápe meant to the brand.
This Prime placement even curated movies that embodied the ethos of agápe.
Using a mix of archival and home footage, we celebrated NYL’s historic milestones—moments when the brand put love into action.
A history of love in action, brought to life between the subway platform and NYL’s iconic building on 51 Madison Ave.
The work was recognized as Anomaly’s 2020 Campaign of the Year.
Love Takes Action 2.0
In the next iteration, we celebrated New York Life’s unique product, their agents, by comparing them to every other kind of product in your life.
In a second spot, we we showed how even little acts of love are important (like the act of calling an agent).
Love Takes Action 3.0
In these spots, we took a little trip to the future to show how important it is to speak to an agent, today.
