Supermodel by Sleek Machine Boston for Empower Retirement

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Supermodel

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Industry Banking & Financial Services
Media Film, Digital, Interactive & Mobile
Market United States
Agency Sleek Machine Boston
Chief Creative Officer Tim Cawley
Art Director Alan Duda
Copywriter Jeff Marois
Illustrator Tom Lucas
Released March 2017

Credits & Description

Category: Finance
Media: Film
Brand: Empower Retirement
Agency: Sleek Machine
Geo: United States
Advertising Agency: Sleek Machine, Boston, USA
Chief Creative Officer: Tim Cawley
Copywriter: Jeff Marois
Art Director: Alan Duda
Illustrator: Tom Lucas
Published: March 2017
Description: Empower Retirement is America’s second-largest retirement company. Our assignment? Get the attention of the millennials and put retirement saving on their collective radar. The creative idea started with a stray remark: “What’s the point in starting my 401K when I could step outside and get hit by a bus tomorrow.” This was an actual quote by a (millennial) Sleek Machine team member during the project kick-off meeting. And we thought it perfectly encapsulated the mindset many millennials have when it comes to setting up their 401Ks. So rather than focus on the rational reasons for starting a 401K, we decided to focus on the irrational reasons that keep young people from saving for retirement.