Choose Your Own Adventure: Michael Saia and John Hancock Captain a Digital Journey

In an exciting new advertising campaign from John Hancock, editor Michael Saia cut together a choose-your-own-adventure style of fraught financial scenarios. The “Life Comes Next” campaign integrates television, online and social media as four introductory situations lead to three digital only endings that viewers choose at hancocknext.com. The situations, rife with emotion, vary from death in the family to the consideration of early retirement. Saia gently eases the viewers into the scenarios, where they can easily imagine themselves facing these unexpected problems. The slow-pressure style Saia exhibits reinforces the idea that these problems can be managed if taken care of early. The release of the blue John Hancock end title is like a sigh of relief from the tense scenarios presented. In the hands of editor Saia and financial team of John Hancock, you can be ready when life chooses your adventure for you.