Assurity Life, a diversified and innovation-focused financial services company, combines the strengths of three Lincoln-based insurers: Assurity Life, Security Financial Life and Lincoln Direct Life. With a rich history of serving policyholders across the nation, the company approached its 125th anniversary without pause.

To best serve its clients, Assurity has office locations across the United States and a corporate office located in Nebraska. It needed a campaign that could bring its staff together in celebration of the success they helped create. After learning more about this complex company, its culture and vision for its 125th anniversary, the PLAY team set out to brainstorm a creative theme and overall strategy for the campaign.


Last year, 125 Years of Amazing was born. This fun, employee-focused campaign utilized a comic book style theme. At the center, monthly heroes, or real life members of the Assurity team. Throughout the next 12 months, people were transformed into heroes, with full superhero bios, cards and other materials. To conclude the campaign, a complete comic book was created that featured every hero and their bio. The commemorative comic book consisted of 52 pages of inspiring individuals and teams of people who have helped Assurity become the company it is today. The book further supports Assurity’s culture of success and teamwork, and we loved working with the company throughout the year to help celebrate this incredible milestone.

Read past articles about this campaign.
Assurity Life’s Heroes Have Landed!
Everyday Heroes Take Campaign Above and Beyond.
Assurity Testimonial.