Nationwide: Peytonville

Nationwide needed a new consumer brand campaign that felt fresh in the category, but familiar for the brand.

So we created a whole new world for our well-known odd couple (Peyton Manning and Brad Paisley). Peyton unveils his gigantic, miniature model town called Peytonville. Where every miniature resident is also a Nationwide customer.

This campaign gave us the flexibility to tell a range of stories about Nationwide’s customers, and already had natural comedic levity. Not only had Peyton assembled the massive town, but he’s imagined intricate backstories for all his residents.

Product-Specific Spots

We scripted a variety of 15-second spots introducing other areas of Peytonville which related back to one of Nationwide’s products.

Social Videos

We brought Peytonville to social with a series of “Drop Ins” which were designed to have more thumb-stopping power than re-cropping the TV spots.

My partner and I served as the core creative team on the project: scripting the spots, pitching to clients, designing Peytonville’s graphic branding elements, and overseeing production. We worked with our amazing VFX partners at the Mill on the extensive post-production process.

Results
Based on the concept’s success, the client asked us to deliver additional scenarios for a second batch of consumer spots, a handful of B2B-targeted spots, and a social-specific campaign. Incidentally, this Redditor earned our respect by trying to locate Peytonville themselves.

Press Coverage
Adage, Little Black Book

Media
TV, OLV, Social, Radio, DRTV, Pre-roll, Interstitials

Credits
ACD Copy: Greg Kissler (partner)
ECD: Edu Herran & Steve Lundberg
Social Creatives: Pia Tamm & Najate El achari
Director: Aaron Stoller, Biscuit
VFX: The Mill 
Editor: Chris Franklin, Big Sky