AARP: “REAL POSSIBILITIES” SERIES
In partnership with AARP, People, TIME, Sports Illustrated and Travel + Leisure developed “Real Possibilities,” a three-year branded content campaign, featuring celebrities and athletes 50+ who are enjoying the prime of their vibrant and successful careers while highlighting AARP’s “Real Possibilities” brand messaging.
Each personal journey was captured with custom videos, print creative, native articles, promotional touts, lightbox ad units and co- branded banners, social amplify units, and talent posts, with video distribution across a targeted network.
Participating talent included: Dr. Barbara Van Dahlen, Bob Harper, Brandi Chastain, Carla Hall, Clay Jr. and Bruce Matthews, David Robinson, Daymond John, Holly Robinson-Peete, Kathy Ireland, Samantha Brown, and Soledad "O’Brien.
Spreadvertorial in Sports Illustrated
David Robinson
David Robinson is a former NBA player with the San Antonio Spurs. Nicknamed "the Admiral" for his service with the Navy, he is a 10-time NBA All- Star and is widely considered one of the greatest centers in both college basketball and NBA history.
Robinson formed Admiral Capital Group, a private equity firm whose mission is to provide financial support for The Carver Academy in Texas. Admiral Capital Group also helped form the Admiral Center, a non-profit created to support athletes and entertainers with their philanthropic initiatives.
People.com/RealPossibilities
Print creative in People
Tim Gunn
Tim Gunn is a fashion consultant, television personality, actor, voice actor, and author. Gunn's popularity on Project Runway led to two spin-off shows as well as five books. In addition to being an executive producer, he served as mentor for the teen designers on Project Runway: Junior.
Digital and social ad units across Sports Illustrated
Custom article on SI.com
Brandi Chastain
Brandi Chastain is a retired soccer player, two-time FIFA Women's World Cup champion, two-time Olympic gold-medalist, coach, and sports broadcaster. She played for the United States national team and is now coaching and mentoring future players at Santa Clara University.
Spreadvertorial in People
Social ad units
Soledad O’Brien
Soledad O’Brien is a broadcast journalist and progressive executive producer. She is the host for Matter of Fact with Soledad O'Brien, a nationally syndicated weekly talk show, and founded the production and distribution company, Starfish Media Group.
Native Touts
Bob Harper
Bob Harper is a personal trainer, reality television personality, and author. He became a fan favorite on The Biggest Loser and host, succeeding Alison Sweeney.
Spreadvertorial in Sports Illustrated
Social posts by Clay Matthews III and Jake Matthews amplified their fathers’ creative and AARP messaging.
Bruce and Clay Jr. Matthews
No family has infiltrated the NFL the way the Matthewses have - these former pro football player brothers and fathers to 5 NFL players, Clay Jr. and Bruce have a unique perspective on staying sharp in retirement.
Print creative in People
Digital and social ad units
Carla Hall
Carla Hall is a chef, television personality and former model. She appeared on Top Chef, Bravo's cooking competition show, and was a cohost on ABC’s Emmy award winning series The Chew, She is also a Culinary Contributor to Good Morning America and her cookbook, Carla Hall’s Soul Food: Everyday and Celebration landed on annual "Best Cookbook" lists across the country and receiving an NAACP Image Awards nomination.
Custom video content featured on TIME properties
Kathy Ireland
Kathy Ireland is a model and actress turned author and entrepreneur. Ireland was a supermodel in the 1980s and 1990s, best known for appearing in 13 consecutive Sports Illustrated swimsuit issues. She founded kathy ireland Worldwide (kiWW), which grew to become one of the world's most valuable global licensors climbed to No. 26 on License Global's "Top 150 Global Licensors" list with billions in retail sales.
Print creative in TIME
Dr. Barbara Van Dahlen
Barbara Van Dahlen, Ph.D., was named to TIME's 2012 list of the 100 most influential people in the world. She is the president and founder of Give an Hour, an organization that has created a national network of mental health professionals who provide free services to U.S. troops, veterans, their loved ones, and their communities.
Dr. Van Dahlen was honored by the Chief of Staff of the US Army as an outstanding civilian who has made significant voluntary contributions to our military, and received the 2016 American Foundation for Suicide Prevention Lifesavers Gala Public Service Award. In 2017 she was appointed to serve on the President’s Council on Fitness, Sports, & Nutrition.
Print creative in Travel + Leisure
Samantha Brown
Samantha Brown is a television host, notable for her work as the host of several Travel Channel shows including Girl Meets Hawaii, Great Vacation Homes, Great Hotels, Passport to Europe, Passport to Latin America, Great Weekends, Green Getaways, Passport to China, and Samantha Brown's Asia.