Mothers and Cowboys Share Campfire Stories for Modern Woodmen Insurance

Life insurance company Modern Woodmen, has launches its first campaign in over 140 years! While the brand was founded in 1883 around the fraternal pioneering spirit, the new 'Campfire Stories' campaign from Cronin honours the real pioneers of today – moms. Cronin tapped into the contrast of modern culture and old-school values to break through the clutter. The anthem spot, directed by O Positive’s Brian Billow, features iconic characters - Pioneer and Cookie - as companions to a busy, hard-working mom who’s the hero of the story. 

“This campaign is the result of a tremendous amount of collaboration, research and planning to build a new brand platform that will fuel growth for Modern Woodmen for years to come,” said Elizabeth Proctor, vice president, client services at Cronin. “We leaned in on the brand’s rich history and created a relevant story that appeals to today’s modern pioneers, namely moms. It’s entertaining and quirky in the best possible way to stand apart from others in this crowded category.” 

O Positive’s Brian Billow added, “I loved the scripts as soon as I saw them. It’s a smart idea visually juxtaposing the pioneering spirit of Modern Woodmen’s history with a modern woman’s busy life to make a point about life insurance in a fun and relatable way.”