PRUDENTIAL - DAY ONE
In 2011, over 10,000 Baby Boomers began turning 65 every single day, marking the start of a demographic shift unlike any in history, all unfolding amid one of the most uncertain financial climates in decades.
To cut through the clichés of aging, we avoided the typical salt-and-pepper models and beachside bathtubs. Instead, we launched Day One—a campaign that brought humanity and urgency to the numbers by telling real, relatable stories. It was a bold and timely response to a historic moment.
CREDITS:
Client: Prudential
Campaign: Day One/Retirement
Spots: "Mujahid," "Linda," "Gary," "Nadine," "Hermann"
Agency: Droga5, New York
Creative Chairman: David Droga
Executive Creative Directors: Ted Royer / Nik Studzinski
Group Creative Director: Kevin Brady
Copywriters: Graham Douglas / Michelle Hirschberg / Colin Lord
Art Director: Ben Wolan
Creative Director: Neil Heymann
Interactive Designer: Ronaldo Jardim
Interactive Executive Producer: Andrew Allen
Interactive Producer: Jason Curtis
Interactive Production Company: Domani Studios
Head of Integrated Production: Sally-Ann Dale
Executive Producer: Scott Chinn
Strategy: Steve Grant
Account Director: Emily Brooks
Client VP, Head of Advertising: Colin Mcconnell
Production Company: Epoch Films
Director: Everynone
DP: Everynone
Executive Producer: John Duffin
Producer: Sean Hobbs
Production Supervisor: Colin Moran
Editor: Everynone
Post Production: Cut + Run
Additional Editorial: Georgia Dodson
Executive Producer: Rana Martin
Flame Operator: Joey Grosso
Music: Unseen Music
Composer: Keith Kenniff
Sound: The Royal T House
Mixer: TTT