Program Overview: For the second year, TIME and American Family Insurance honored the “Dreamer of the Year”, a person who inspires, protects, and innovates to reimagine life as we know it. This 360° campaign came to life across several platforms inclusive of digital, TV and event performances.
TIME and American Family selected Syd Kitson as Dreamer of the Year. Kitson is a real estate developer and former professional American football player who left the playing field for a different green venture. His ambitious project, Babcock Ranch, is a sustainable, master-planned community in southwest Florida: a blueprint that has come to life through his groundbreaking vision.
Program Elements:
Video on TIME.com
TV spot, featuring the voice over of J. Ivy, broadcasted during the same hour of the TIME Person of the Year announcement on NBC’s The Today Show
Print Spread in the Person of the Year issue (pages 12-13)
Multi-element on-stage moment at the annual Person of the Year event “A Year in TIME” , which included:
A performance with Grammy-winning spoken word artist, J. Ivy and Grammy-performing harpist, Madison Calley
Dreamer of the Year video
Recognition of Syd Kitson by American Family Insurance’s CEO
My Responsibilities:
Selected, contracted and managed the video vendor who produced the video on TIME.com and the TV spot
Selected, contracted and managed the photographer for images used in the print spread
Worked with the TIME design team to build out Dreamer of the Year event materials, print ad and the digital landing page
Lead communication with Syd Kitson and team to coordinate the photography and video production shoot at Babcock and his recognition moment at the “A Year in TIME” event
Oversaw talent communications for the on-stage performance with J. Ivy and Madison Calley, inclusive of outreach, relationship building and negotiations