LIVE LONGER RETIRE STRONGER

AIG’s theme line was “The Strength To Be There” and was based on their long history of financial stability. Through research we learned that many people facing retirement were skeptical about newer financial companies and worried if they’d still be in business when it was time to start receiving their retirement income. So we designed a campaign giving people simple things they could do to actually make them live longer lives. We encouraged people to live longer because when you have AIG, you’ll never outlive your money.


  • Our campaign showed people how to actually live longer. One print ad told a joke because laughing regularly can add 8 years to your life.
  • Another ad put people in the mood because marriage can add 5 years.
  • We taught people how to pick the perfect dog because pets can add 7 years.
AIG Products
Financial Advisors were equipped with a line of Live Longer products. It helped start a conversation about AIG Retirement Services with their clients. Each item picked was based on the amount of years they added to people’s lives with regular use. The wine was an especially big hit.

CREDITS
Agency: BBDO New York
Chief Creative Officer: David Lubars
Executive Creative Director: Susan Credle
Creative Director: Joe Volpicelli
Creative Director: Bryan Flynn
Director: Roenberg (Joachim Ronning, Espen Sandberg)