Symetra’s Sue Bird Campaign Scores Big, Redefining Retirement Marketing

BELLEVUE, WA – May 21, 2026 – In an industry often defined by conservative messaging and complex jargon, Symetra Life Insurance Company has achieved a rare feat: making retirement planning feel fun, aspirational, and genuinely engaging. The company, alongside its creative agency Copacino Fujikado, recently secured a prestigious 2026 Shorty Award in the Insurance category for its “Plan Well, Play Well” social media campaign featuring basketball icon Sue Bird. The win, announced at a ceremony in New York City on May 19, validates a strategy that has not only captured industry accolades but has also resonated deeply with a modern audience.

The campaign’s success signals a significant shift in financial services marketing, proving that authentic storytelling can triumph over traditional advertising tropes. By moving away from predictable images of beachside strolls and golf courses, Symetra has tapped into a more dynamic and relatable vision of life after work.

Breaking the Mold in Financial Marketing

The Shorty Awards celebrate the best of digital and social media, honoring brands that innovate and connect with audiences in effective ways. Symetra’s victory in the competitive Insurance category places it among past winners like HBO and Marvel Studios, underscoring the campaign's high level of creativity and strategic impact. This recognition, coupled with a Gold ADDY® for social media from the American Advertising Awards in Seattle, confirms that the company's approach is a certified success.

At its core, “Plan Well, Play Well” is an unscripted, social-first video series. In a digital landscape where attention spans are notoriously short, the campaign made a bold choice: its long-form videos often run over three minutes. This gamble paid off spectacularly. The first two seasons delivered an astounding 106 million long-form video starts on YouTube, while Symetra’s YouTube channel saw a subscriber base increase of over 1,300% during the campaign's run. These metrics demonstrate a powerful appetite for content that is both entertaining and meaningful.

“In a world oversaturated with financial advice and countless messages about ‘the right way’ to prepare for retirement, Symetra set out to cut through the noise in a way that felt fresh, relatable, and inspiring,” said Mike Hayward, Chief Creative Officer at Copacino Fujikado. The campaign's triumph lies in its ability to transform a typically dry subject into compelling content that people actively choose to watch and share.

The Power of an Authentic Partnership

Central to the campaign's appeal is its star, Sue Bird. As a recently retired WNBA legend embarking on her own post-career chapter, Bird serves as the perfect guide. Her journey is not a scripted performance but an authentic exploration of new passions, making her a credible and inspiring figure for viewers contemplating their own futures.

The series follows Bird as she dives headfirst into a variety of new hobbies with infectious humor and curiosity. Viewers have watched her learn hip-hop tap dancing, try her hand at beekeeping, and tackle a ninja warrior course. In the latest season, she has ventured into winter sports, learning to figure skate with world champion Tara Lipinski and taking on hockey with Olympic star Hilary Knight. Each episode showcases Bird’s genuine struggles and triumphs, reinforcing the message that retirement is an opportunity for growth and discovery.

This authenticity is the engine of the campaign's success. Bird’s partnership with Symetra feels natural, rooted in a shared philosophy of preparation and teamwork. Her unscripted reactions and willingness to be vulnerable create a powerful emotional connection with the audience. By showcasing her journey with humor and humanity, the campaign effectively illustrates what’s possible with a well-planned future, without resorting to overt sales tactics.

Redefining the Retirement Narrative

Beyond its marketing success, “Plan Well, Play Well” taps into a significant cultural shift in how society views retirement. The campaign moves the conversation away from fear-based messaging—the anxiety of not having enough—and toward a narrative of opportunity and personal fulfillment. It reframes retirement not as an end, but as a vibrant new beginning filled with boundless possibilities.

“We really wanted to tell a story that would inspire people to see planning for retirement not as an obligation, but as an opportunity to craft a fulfilling next chapter of their lives,” stated Symetra Chief Marketing Officer Trinity Parker. This aspirational message has resonated particularly strongly with younger demographics, including Millennials and Gen Z, who are approaching financial planning with a different set of values and expectations than previous generations.

By making the concept feel “human, accessible, and have a sense of fun,” Symetra is building a relationship with a new generation of customers. The campaign’s tagline, which has evolved to “Plan well. Be well. Live well.,” encapsulates this holistic vision. It suggests that financial security is not the end goal itself, but rather the foundation that enables a richer, more purposeful life.

A Winning Strategy for a Modern Audience

The combination of a perfectly cast brand ambassador, a commitment to authentic long-form storytelling, and a positive, aspirational message has created a powerful formula for Symetra. The “Plan Well, Play Well” campaign has done more than just win awards; it has successfully repositioned the brand in a crowded and often undifferentiated market.

By choosing to show rather than tell, Symetra has demonstrated a keen understanding of the modern media landscape. Instead of simply telling people to plan for their future, the company is showing them what that future could look like—full of new challenges, new skills, and new adventures. As Mike Hayward of Copacino Fujikado noted, the campaign is “a celebration of what’s next.”

This forward-thinking approach has not only boosted engagement and brand visibility but has also built a deeper sense of connection and trust with consumers. In proving that a campaign about financial services can be both popular and inspiring, Symetra has provided a new playbook for the entire industry.