American Family Insurance is partnering with Time magazine to present the Time “Dreamer of the Year.” The award was created last year to recognize an individual who works to protect, restore and champion dreams, while inspiring others to pursue their own.  

It’s part of American Family’s broader brand platform, “Dream Fearlessly.” 

This year’s recipient is Syd Kitson, an American real estate developer and former NFL player (Green Bay Packers, Dallas Cowboys 1980-85), whose ambitious project, Babcock Ranch, is a sustainable, master-planned community in southwest Florida.  

The community is credited as the first solar-powered town in America, providing a model for sustainable living by integrating green technologies and eco-friendly practices into its design and operation.   

The award is being announced today on NBC’s morning show "Today." Creative ad agency Elite Media worked with Time and its Red Border content division to create a series of ads and videos that spotlight Kitson and his Babcock Ranch project.   

The :30 version will debut during "Today," and will then run on a schedule of broadcast TV channels. The longer length video will appear across American Family Insurance and Time social media channels and digital properties. Media was handled by Performics.   

American Family Insurance’s partnership with Time dates to 2020 when the companies staged a virtual reality exhibit celebrating Dr. Martin Luther King’s 1963 March on Washington for Jobs and Freedom when he gave his iconic “I Have A Dream” speech. Last year’s inaugural Time "Dreamer of the Year" was Donnel Baird, founder and CEO of BlocPower, a Brooklyn-based climate -­technology company that retrofits buildings in low-income neighborhoods to help lower energy bills and reduce planet-warming emissions.