Flexible Plans

New York Life Insurance

2018 Campaign

Start a Plan that Flexes with Yours.

Life doesn’t fit into a set of generic plans. Sometimes, stuff happens and you have to change your plans. Like, big stuff. New York Life makes change less of a big deal.

This year’s brand campaign presented policyowners’ needs as playfully specific, personalized plans.


Pinterest Plans

On Pinterest, we populated the results of popular keywords related to different life events with several of our personalized plans, so that no matter what inspiration they are looking for– travel, home, babies, anything– New York Life has a related plan.


Plan Generator

On NYL.com people can create their own plan by selecting from a massive collection of life events that might apply to them and start a plan that flexes with them.

Art Director — Me
Copywriter — Niamh Grunfeld

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