The goal of the rebrand was to shift how people saw New York Life—from just selling insurance products to being a long-term partner in helping families build financial security across generations.The company’s positioning was further elevated through the campaign “Keep Good Going,” which focused on how values, protection, and resilience are passed from one generation to the next. The campaign reframed life insurance as an expression of love and family protection, helping our loved ones weather uncertainty and maintain stability over time.

The campaign led with a series of signature TV commercials featuring family memories shared across generations through old photographs and home-video-style footage. The creative explored the similarities and differences that connect parents, children, and grandparents over time. The commercials primarily aired during primetime programming between 8 and 10 p.m., paired with various formats of media sponsorships. The campaign ran for two years, with increased frequency and exposure around family-oriented holidays including Thanksgiving, Christmas, and Easter.

For print, digital, and out-of-home campaigns, the creative echoed the intergenerational storytelling of the TV commercials. The executions used numbered “life lessons” as a strong visual cue, paired with warm, family-oriented imagery — mothers looking at daughters, sons looking up to fathers, and retirees sharing quiet moments together. The campaign also expanded into emerging streaming platforms at a time when many financial brands were still heavily focused on linear television.

As part of an early multicultural audience strategy, the media plan experimented with targeted placements within Hispanic, Chinese, and Korean dramas on emerging platforms such as AsianFever, allowing the brand to engage audiences in more culturally relevant and emotionally resonant environments.