MetLife Design & Branding PROMISES by Ogilvy & Mather Mexico


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Industry Insurance
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Carlos Holcombe
Art Director Yurievi Ledesma
Copywriter Gonzalo Fragoso
Released November 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Date of First Appearance: Dec 1 2009 12:00AM
Entry URL:
Vice President & Creative Services Director: Jose Montalvo (Ogilvy Mexico)
General Creative Director: Miguel Angel Ruiz (Ogilvy Mexico)
Creative Director: Carlos Holcombe (Ogilvy Mexico)
Art Director: Yurievi Ledesma (Ogilvy Mexico)
Copywriter: Gonzalo Fragoso (Ogilvy Mexico)
Motion/Production: Ricardo Garcia (Ogilvy Mexico)
Actionscript/Production: Miguel Garcia (Ogilvy Mexico)
Digital Strategy Director: Luis Falconi (Ogilvy Mexico)
Project Manager: Paula Bochides (Ogilvy Mexico)
Account Director: Ulises Garrido (Ogilvy Mexico)
Media placement: Microsite - Online - 1 December 2009

Describe the challenges and key objectives
Insurance companies in Mexico are boring. They all talk about the same things and cover subjects the same way. We wanted MetLife to be different, to be more human and close to real people. We didn't want them to seem like just a bunch of guys in suits, so we wanted to turn this into an online experience where users could participate with the brand, share their promises and feel connected. We wanted the site to feel warm and magical, not mundane and corporate.

Describe the brief from the client
MetLife is an important insurance company in Mexico, and we needed to support their brand campaign, under the creative positioning of helping people keep their promises with an online website.

Describe how you arrived at the final design
We wanted to talk about promises and how MetLife helps you keep them through their insurance services. So we took an important icon of Mexican and pre-hispanic cultures of America: the hummingbird. They are birds of light, messengers of hope, good luck, love, prosperity and good health. Therefore, people would share their promises in the form of a hummingbird. A hispanic woman would be there to welcome you, listen to you and, at the end, free your hummingbird/promise so the world could see it, and MetLife could help you realise it.

Give some indication of how successful the outcome was in the market
Up to now: 241,520 clicks on banners 149,573 visits to the site 14,319 promises made at the site and through Facebook Promises are still being done. And MetLife will keep on helping you keep them.