• by Fern Siegel , August 16, 2024

Sue Bird is an WNBA star and Olympic gold medalist. But her newest role is retiree.

It might seem odd to retire at 41, but not unusual for an athlete. To make the next phase of her life an adventure, she appears in Symetra's “Plan Well, Play Well" campaign.

The brand, which is known for offering retirement plans, employee benefits and life-insurance products, has launched its first content series and social-first campaign. AOR Copacino Fujikado produced the creative.

The series is running across social media and paid YouTube.

Mike Hayward, chief creative officer at Copacino Fujikado, said: “Retirement used to mean rocking chairs on the porch. Symetra wanted to show what retirement is really about: discovering your next chapter. Sue Bird, while young for a retiree, represents what modern retirement looks like – seeking out your new passion.”

The ads are centered on making financial products more accessible, with women as the primary target.

“All my teammates were 25 and younger, so I realized quickly I was going from an athlete who was considered ‘old’ to now 41 in the real world. So I get to be young again.” said Bird. “It's really been exciting to see what interests me, what I'm into. Symetra’s helping me with that.”

Copacino Fujikado's client work includes Visit Seattle, Gesa Credit Union and Alaska Communications.