Best Insurance Integrated Ad Campaign

In September, MetLife put its brand on the fashion catwalk, sponsoring MetLife Snoopy in Fashion, a first-ever group designer fashion show as part of Mercedes-Benz Fashion Week. Many of the fashion world's favorite designers participated, creating one-of-a-kind runway outfits inspired by their favorite Peanuts characters. Proceeds from the sale of the outfits benefited Dress for Success, a national organization that provides help and hope to disadvantaged women.

Why a fashion show? MetLife is dedicated to helping motivate, educate and empower women to take control of their financial futures. Snoopy in Fashion helped build new pathways for communicating with women about life's possibilities and uncertainties - the "ifs" in life. And besides, MetLife loves Snoopy. Some results:

15 videos of the event on YouTube
5,000 online blog entries (including a MySpace page, created by United Features Syndicate).
Appearances on 18 TV programs
Mentions in more than 30 print stories, including Newsweek, Newsday, the New York Post, the Daily News, the Philadelphia Inquirer, the London Daily Times and the New Zealand Herald

Contributors:

Vice President:	Manish Bhatt
Vice President:	Amir Weiss
Asst. Vice President:	Debra Cruz
Manager, eBusiness Projects:	Kevin Kelley
Sr. Internet Analyst:	Florina Monroy
Internet Business Analyst:	Thanh Tran
Sr. Internet Analyst:	Mike DiPaolo
Sr. Internet Analyst:	Don Habas
Asst. Vice President:	Jeff Damon
Director:	Meryl Stevens

METLIFE

Location: USA