Work

Life insurance advertising can often feel predictable, focusing on the same familiar moments, like a new baby or retirement. This makes it harder for consumers to make clear distinctions between companies, and we also needed to differentiate Southern Farm Bureau® Life Insurance Company’s high-touch service. So we decided to tell that story in a more personal way. We focused on what people are really protecting: the memories, relationships, and experiences that make a life meaningful.

In order to present customers in a differentiating, non-cliché manner, we created a series of “memento portraits.” These portraits also give us a more personal glimpse into a person’s interests and passions – a favorite photo, concert ticket, childhood toy, trophy, or family. Each collection of objects was built around a customer persona – a young family building new memories, parents reflecting on their children’s milestones, or an older customer looking back on a lifetime of experiences.

Life is made up of all the people, places and dreams that add up to your life, and Southern Farm Bureau Life Insurance Company helps protect what matters most.