Amica Insurance: The Drums

Life insurance faces a significant marketing problem - nobody wants to think about death. Dealing with the loss of a loved one or confronting our own mortality is something many shy … read moreaway from. That's why Amica, a 116-year-old insurance brand, is taking a new approach. Amica's new branded short film series - "What You Leave Behind" - seeks to help people see meaning and beauty in the things left behind when someone passes away, and to consider making life insurance part of that legacy to help provide security to the ones they love.
Agency: Mother, New York

While life insurance advertising typically focuses on policy terms, rates, and protection, “What You Leave Behind” uses a storytelling approach to make the concept of life insurance feel more relatable. The branded film series leverages the fact that many of us have everyday objects left to us by others that we treasure because of their story and the memories they evoke. Life insurance is the same — something we leave behind for those we love. Through three branded short films, “What You Leave Behind” explores the meaningful objects or heirlooms that three people received – either by serendipity or intention – that embody the memory and legacy of their loved ones. Three directors were selected to tailor the films to each individual’s story. The power of storytelling helps us relate to one another and Amica wants viewers who are moved by these films to put thought into what they’ll leave behind for the ones they love. This branded content series — created in partnership with Mother in New York, media by Mother and Warner Bros. Discovery’s Courageous brand studio — is the first long-form expansion of Amica’s new brand platform, Empathy is our best policy, introduced earlier this year and created by Mother in New York. The Drums — the first short film in the branded series directed by Kathryn Dellamaggiore of Courageous — introduces viewers to Chris Lotito, 49, for whom drumming has been a life-long passion. Chris was taught how to play by his father, Alfred, on his cherished 1966 Ludwig Hollywood gold glitter drum set. read less...