Life insurance company Modern Woodmen has released its first campaign in over 140 years, breaking the mold with “Campfire Stories.” Departing from traditional narratives, the campaign takes a fresh approach by paying homage to contemporary pioneers, with a special spotlight on the unsung heroes of today – mothers.
Founded in 1883 with a mission rooted in the fraternal pioneering spirit, Modern Woodmen’s “Campfire Stories” marks a departure from conventional campaigns. Developed by Cronin, the initiative seeks to honor and celebrate the modern pioneers who navigate the challenges of today’s world.
The anthem spot, skillfully directed by Brian Billow of O Positive, introduces iconic characters, Pioneer and Cookie, serving as companions to a hardworking and busy mom who emerges as the hero of the narrative. The campaign brilliantly captures the essence of modern culture while staying true to the company’s historical values.
Elizabeth Proctor, Vice President of Client Services at Cronin, expressed the extensive collaboration, research, and strategic planning behind the campaign. “We leaned in on the brand’s rich history and created a relevant story that appeals to today’s modern pioneers, namely moms. It’s entertaining and quirky in the best possible way to stand apart from others in this crowded category.”
O Positive’s Billow shared his enthusiasm for the project, praising the smart visual juxtaposition of Modern Woodmen’s pioneering spirit with the hectic life of a contemporary woman. “I loved the scripts as soon as I saw them. It’s a smart idea to visually juxtapose the pioneering spirit of Modern Woodmen’s history with a modern woman’s busy life to make a point about life insurance in a fun and relatable way.
“Campfire Stories” aims to not only redefine the narrative around life insurance but also to entertain and engage viewers. By weaving together the historical legacy of Modern Woodmen with the present-day challenges faced by individuals, the campaign positions the company as a reliable and forward-thinking partner in the modern world.
BRAND: Modern Woodmen
- SVP/Head of Production: Lester Ayala
- Executive Creative Director: Paul Catanese
- Copywriter: Scott Kaplan, Paul Catanese, Josh Gold
- Art director: Vlad Ivangorodsky, Margot Belyea
- Agency Producer: Jodi Ciarleglio
PRODUCTION COMPANY: O Positive
- Director: Brian Billow
- Executive Producers: Ralph Laucella, Marc Grill
- Producer: Adriana Cebada Mora
- Director of Photography: Paul Cameron
- Production Designer: Kevin Bird
- Costume Designer: Laura Eckert
- Editor: Ryan Steele
- Executive Producer: Gina Pagano
- VFX Supervisor: Eric Mason
- Executive Producer: Lexi Stearn
COLOR: Company 3
Colorist: Stefan Sonnenfeld
MUSIC/SOUND: APM Music