May 21, 2026 Newswires

Symetra Wins 2026 Shorty Award for ‘Plan Well, Play Well’ Social Media Campaign with Sue Bird

Business Wire

BELLEVUE, Wash.--(BUSINESS WIRE)--
Symetra Life Insurance Company and Copacino Fujikado, its longtime creative agency of record, took home top honors at the 2026 Shorty Awards for the “Plan Well, Play Well” social content series featuring sports icon and Symetra brand ambassador Sue Bird, winning in the Insurance category. Now in their 18^th year, the Shorty Awards celebrate the best of digital and social media, recognizing the brands, organizations and influencers who are innovating in the social space and connecting with their audiences in unique and effective ways. Winners and honorees were announced on May 19 at an awards ceremony at Tribeca 360º in New York City.

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At the heart of Symetra's award-winning Plan Well, Play Well campaign is basketball icon Sue Bird—a retired WNBA legend and a perfect guide to show what retirement could look like.

At the heart of Plan Well, Play Well is basketball icon Sue Bird—a retired WNBA legend and a perfect guide to show what retirement could look like. Over three “seasons,” the campaign has unfolded as an unscripted, social-first video series that follows Sue as she embraces a series of new hobbies, each one representing the boundless possibilities of a well-planned retirement.

“We really wanted to tell a story that would inspire people to see planning for retirement not as an obligation, but as an opportunity to craft a fulfilling next chapter of their lives,” said Symetra Chief Marketing Officer Trinity Parker. “We wanted the campaign to feel human, accessible, and have a sense of fun. And we are thrilled with how it is resonating, deepening Symetra’s connection and engagement with the customers we’re trying to reach.”

While each long-form video runs over three minutes—an ambitious runtime for digital platforms— the campaign’s first two seasons delivered an impressive 106 million long-form video starts on YouTube. Over the course of Plan Well, Play Well’s three seasons to date, Symetra’s YouTube channel saw a 1,300% increase in subscribers.

“In a world oversaturated with financial advice and countless messages about ‘the right way’ to prepare for retirement, Symetra set out to cut through the noise in a way that felt fresh, relatable, and inspiring,” said Mike Hayward, Chief Creative Officer, Copacino Fujikado. “By showcasing Sue Bird’s retirement journey with authenticity and humor, Symetra isn’t just telling people to plan for their future—they’re showing them what’s possible when they do. In the end, Plan Well, Play Well isn’t just a campaign about financial services; it is a celebration of what’s next.”

The Plan Well, Play Well campaign was also recognized by the American Advertising Awards, Seattle, in April 2026, winning a Gold ADDY^® in the social media category and a Bronze ADDY^® in film, video & sound.

Learn more about the Plan Well, Play Well campaign and watch the full series here: https://www.symetra.com/playwell/.

About Symetra

Symetra Life Insurance Company is a subsidiary of Symetra Financial Corporation, a diversified financial services company based in Bellevue, Washington. In business since 1957, Symetra provides employee benefits, annuities and life insurance through a national network of benefit consultants, financial institutions, and independent financial professionals and insurance producers. For more information, visit www.symetra.com.

About Copacino Fujikado

Copacino Fujikado is an independent, full-service creative and media agency based in Seattle. We believe that every brand—regardless of category, size, or location—deserves breakthrough work. A five-time Ad Age Small Agency award winner with a growing national presence, the agency is known for bold, human-centric ideas that win attention not by being louder, but by connecting better. Since 1998, we’ve helped ambitious mid-size brands like Symetra, Ste Michelle Wine Estates, Visit Seattle, RVshare, REI and Gesa Credit Union stand out in crowded markets to punch above their weight.