State Farm wanted to expand their existing reach via a music
platform. We created a bespoke campaign and program that played on their existing culture
of "good neighbors."
The premise was simple, bring the artist back to the neighborhood that helped shape who they are,
visit the good neighbors in that town and shine a spotlight on them. Then give the town the gift
of a free bespoke performance by the artist. Film all of this and create a series for TNT called
"State Farm Neighborhood Sessions."
To launch this 4-part series of 1 hour specials, we decided we needed to go big. And it doesn't
get much bigger than Jennifer Lopez honoring the Bronx and performing before a hometown crowd
of 16,000 at Orchard Beach Park. This marked the first time that JLo actually performed in the Bronx.
The specials were supported by a print, broadcast commercial and social content campaign that
helped drive awareness to the specials and to State Farm’s unique proposition of good neighbors.
Other specials in the series celebrated Usher in Chattanooga, TN, Dave Matthews in Charlottesville,
WVA and Toby Keith in Norman, OK.
Client: State Farm
Role: Executive Producer across all workstreams/media
Media: Original Programming, Experiential, TVC, Social/Digital, Print/OOH, Radio
"Neighborhood Sessions: Jennifer Lopez"
Production Company: @radical media/Danny Clinch
"Neighborhood Sessions: Usher"
Production Company: @radical media/Chris Robinson
"Neighborhood Sessions: Dave Matthews Band"
Production Company: Live Nation/Danny Clinch
