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Symetra’s Plan Well, Play Well redefined retirement through a social-first video series starring recently retired WNBA icon Sue Bird. With humor and authenticity, she explored quirky new hobbies in retirement—beekeeping, hip-hop tap, and cake art—bringing fresh life to financial planning. This campaign turned the idea of retirement from an end into an exciting new beginning.
Financial marketing is cluttered with clichés—golf greens, golden sunsets, sitting on porches, and so on. Symetra wanted to cut through the noise with a modern, relatable voice. The goal: reposition retirement planning as empowering, especially for Millennials and Gen Z, and position Symetra as a fresh, human-focused financial partner.
We showed, not told. Sue Bird embraced post-retirement firsts in this playful, documentary-style series. YouTube pre-roll completion hit 32%—stellar for 3+ minute content. The Symetra channel saw a 1,300% subscriber spike. Most importantly, we made retirement planning feel fun, real, and deeply human.
Sue Bird isn’t just a national icon—she’s a Seattle legend. Pairing her with Symetra, a Pacific Northwest-based brand, grounded this campaign in regional pride. Her relatability, humor, and local roots gave the story a uniquely PNW voice, with nationwide relevance.
