For the third year in a row, American Family Insurance, in partnership with TIME, presented its “Dreamer of the Year” award, recognizing an individual or organization that works tirelessly to protect, restore and champion dreams, while inspiring others to do the same.
The category is facing increased scrutiny due to increased severity and frequency of catastrophic storms, creating distrust with consumers leaving them questioning the value of insurance and worried about the safety and protection of the things they have worked hard to achieve.
American Family Insurance and TIME recognize Portland Fire and Rescue, American Family Insurance Claims and Sales Teams, Omaha and Rebuilding Together, Tampa Bay, together as the 2024 Dreamer of the Year. From outsized hurricanes to devastating fires and tornadoes, we celebrate the real-life heroes among us who fearlessly face disasters.
The Idea: Rather than focus on one Dreamer as in years past, the team identified a group of Dreamers that restored not just homes and infrastructure, but the dreams that dwell within. Three groups were honored for their efforts in the face of natural disasters: a wildfire in Oregon, multiple hurricanes in Florida, and a tornado in Nebraska.
The Activation: American Family Insurance’s Dreamer of the Year activation set a new benchmark for storytelling, honoring First Responders with a compelling, multi-platform campaign that brought their impact to life. Strategic honoree selection celebrated Tampa Bay, Portland Fire and Rescue, and AmFam’s Blair, Nebraska team for their disaster response efforts, reinforcing AmFam’s commitment to resilience. Multi-channel storytelling included a TV spot on NBC, a landing page, video teasers, and a live performance by J. Ivy. This activation strengthened AmFam’s presence within A Year in TIME and reinforced its reputation as a brand dedicated to protecting and restoring dreams. Celebrating those who step up in critical moments showcased AmFam’s unwavering commitment to supporting communities when they need it most.
American Family Insurance’s Dreamer of the Year activation set a new benchmark for storytelling, honoring First Responders with a compelling, multi-platform campaign that brought their impact to life.
Strategic Honoree Selection & Narrative: We identified and sourced honorees recognizing Building Together—Tampa Bay, Portland Fire and Rescue, and AmFam’s Blair, Nebraska team for their fearless disaster response efforts. Crafted a powerful narrative celebrating these honorees as frontline heroes dedicated to protecting and rebuilding their communities. Ensured honoree selection aligned with AmFam’s values, reinforcing its commitment to resilience and community impact.
Multi-Channel Storytelling & Brand Amplification: Delivered a suite of creative assets spanning digital, social, broadcast, and live event activations. Produced a :30 TV spot airing on NBC’s Today Show, a dedicated landing page, a video teaser campaign, and a longform video. Brought the Dreamer of the Year event to life with a live spoken word performance by Grammy-winning artist J. Ivy, creating a moving and immersive brand moment. This activation strengthened AmFam’s presence within A Year in TIME and reinforced its reputation as a brand dedicated to protecting and restoring dreams. Celebrating those who step up in critical moments showcased AmFam’s unwavering commitment to supporting communities when they need it most.
