Property and casualty insurance company Travelers has released its first brand campaign since 2015. The four-part ad series tells stories that tug the heartstrings and remind us about the importance and value of insurance: to protect the things you love and the lives you’ve built around them.
“Footsteps”
A daughter sits sketching at the counter of her father’s cafe. Her father reprimands her for drawing pictures when she could be helping with customers. We watch her grow up, the years unfolding through scenes of her exploring her passion, and her father not understanding—until the fire. Fast-forward to her father finding her portfolio of artwork. He now realizes how talented his daughter is.
“The Drive”
We follow the relationship of a mother and daughter over the years as seen through their rides together in the family car. Their favorite song plays as Mom drives her daughter—as a baby, a toddler, a school-aged child, a disinterested teen—sometimes singing along together, other times sitting in silence ... until an accident. Eventually, we see the daughter grow up and share the same song with her own daughter.
“Chair”
Dad builds a wooden chair for his soon-to-be newborn son. We follow this chair throughout the film, from room to room, year to year. It becomes a part of the family as it grows alongside the little boy. Fast-forward to a burst pipe in the basement, the chair covered in water and debris. We see the family load a moving truck, leaving the chair behind. We hear the truck close and, for a moment, think they’ve forgotten the chair—until the boy rushes in, grabbing the chair.
“Legacy”
A daughter grows up helping her dad at his hardware store. She keeps the shop organized, assists customers and takes on more responsibility as she grows older—until a storm destroys the building’s façade. Fast-forward to the shop’s grand opening after the accident. Ready to let his daughter take over, Dad hands her the keys to the shop and tells his daughter, “It’s time.” And at the end, we see the next generation—her son—learning the ropes of the family business.
BRAND: Travelers
CAMPAIGN: Stories of Care
AGENCY: TBWA\Chiat\Day, New York
Chief Creative Officer: Chris Beresford-Hill
Executive Creative Director: Walter Connelly
Associate Creative Director/Art Director: Ashley Veltre
Associate Creative Director/Copywriter: Holden Rasche
Senior Art Director (“Chair”): Coleman Davis
Associate Copywriter (“Chair”): Alli Walker
Head of Integrated Production: John Doris
Executive Producer: Chris Klein
Associate Producer: Sean Riojas
Director of Business Affairs: Jennifer Bilyk
Business Affairs Manager: Stephanie Ambroise
Talent Manager: Charisse Astacio
Group Account Director: Carrie Lipper
Account Director: Mark Donohue
PRODUCTION CO: Park Pictures
Director/Director of Photography: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Justin Pollock
Head of Production: Anne Bobroff
Executive Producer: Caroline Kousidonis
EDITORIAL: EXILE
Editor: Kirk Baxter
Assistant Editor: Zaldy Lopez
Assistant Editor: Ling Chua
Executive Producer: Sasha Hirschfeld
Head of Production: Evyn Bruce
Post Producer: Vietan Nguyen
Sound Design/AUDIO MIX: Wave Studios
Sound Designer/Mixer: Chris Afzal
Executive Producer: Vicky Ferraro
COLOR GRADE: MPC
Senior Colorist: Mark Gethin
Executive Producer: Meghan Lang
Producer: Susan Harris, Damian Winterbottom
VFX: MPC
Creative Director: Alvin Cruz
Executive Producer: Camila De Biaggi
Producer: Elissa Norman, Anna Kravtsov
Lead Flame Artist: Rob Walker
Flame Artists: Bilali Mack, Lawrence Merrill, Tamir Sapir, Tom McCullough, Thiago
Porto
Nuke Artists: Mazyar Sharifian, Renato Carone
Digital Matte Painting: Daniel Bayona, Sachin Dhapudkar
CG Artists: Dan Fine, Lucy Choi, Francisco Fraga, Jemmy Molero
Line Producer: Abhinav Sharda
Production Coordinator: Katherine Miccio
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