The storytelling Iron Cross with layered die cuts was featured as the "Fold of the WEEK" by Trish Witkowski from foldfactory.com. 

Why does The John Roberts Company think this is a cool piece?

As Trish stated in her FOW:

Because this is a fabulous concept! From Allianz Life Insurance Company and produced by The John Roberts Company of Minneapolis, this layered die cut technique is a stroke of genius.

Using an iron-cross format, each panel hides or reveals words, which creates a changing message - and the message tells a story. Watch the video