DAY ONE by Droga5 New York for Prudential

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DAY ONE

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Industry Insurance
Media Film
Market United States
Agency Droga5 New York
Executive Creative Director Nik Studzinski, Ted Royer
Copywriter Michelle Hirschberg, Ray Del Savio, Colin Lord, Graham Douglas
Producer Jeannie O'toole, Sean Hobbs, Patrick Harris, Alexis Stember, Maggy Lynch, Sam Kilbreth, Bill Berg, Jason Curtis, Colin Moran
Editor Everynone, Georgia Dodson
Released June 2011

Awards

Cannes Lions 2012
Titanium and Integrated Lions Titanium and Integrated Gold

Credits & Description

Type of entry: Titanium and Integrated
Category: Titanium and Integrated
Advertiser: PRUDENTIAL
Product/Service: PRUDENTIAL FINANCIAL
Agency: DROGA5 New York, USA
Advertiser PRUDENTIAL
Product PRUDENTIAL FINANCIAL
Entrant DROGA5 New York, USA
Type of Entry: Titanium and Integrated
Category: Titanium and Integrated
Title: DAY ONE
Advertiser/Client: PRUDENTIAL
Product/Service: PRUDENTIAL FINANCIAL
Entrant Company: DROGA5 New York, USA
DM/Advertising Agency: DROGA5 New York, USA
Editor: Everynone/Georgia Dodson (Cut & Run)
Executive Producer/Producer: Rana Martin/Melati Pohan (Cut & Run)
Flame Operator: Joey Grosso (Cut/Run)
Director Of Technology/Producer/Video Production: Evan Stark/Pierre Weidemann/Andrew Green (Domani Studios)
Executive Creative Director/Creative Director/General Manger: Jon Hills/Jon Lander/Shawn Clarke (Domani Studios)
Producer: Alexis Stember/Maggy Lynch/Jeannie O'toole/Sam Kilbreth/Bill Berg/Jason Curtis (Droga5)
Art Directors: Ben Wolan/Jerry Hoak (Droga5)
Account Directors: Bryan Yasko/Emily Brooks (Droga5)
Creative Chairman: David Droga (Droga5)
Copywriter: Graham Douglas/Ray Del Savio/Michelle Hirschberg/Colin Lord (Droga5)
Group Creative Director: Kevin Brady (Droga5)
Head Of Integrated Production: Sally-Ann Dale (Droga5)
Executive Producer: Scott Chinn/Andrew Allen (Droga5)
Strategist: Steve Grant/Teodor Florea (Droga5)
Executive Creative Director: Ted Royer/Nik Studzinski (Droga5)
Interactive Designers/Developers: Ronaldo Jardim/Calvin Tech/Stewart Hamilton-Arrandale/Erwan Jegouzo (Droga5/Domani Studios)
Director/Dop: Everynone (Epoch Films)
Executive Producer: John Duffin (Epoch Films)
Producer: Patrick Harris/Sean Hobbs/Colin Moran (Epoch Films)
Music/Sound: Keith Kennif/Ttt (Unseen Music / The Royal T House)
Describe the campaign/entry
After launching the 'Bring Your Challenges' platform for Prudential - the company's first unified brand effort in 135 years - we tackled one of the biggest financial challenges facing America: retirement. More than 10,000 Americans retire each day, and the institution is undergoing unprecedented changes.
While the rest of the retirement category has promised shallow hopes of vineyards and yachts, we seized reality and captured what it felt like to wake up on a person's first day of retirement in 2011. We collected and documented personal experiences from across the country and launched 'Day One Stories', an integrated campaign encouraging people to start the conversation around retirement and to pro-actively plan for their own.

Results

Day One has redefined Prudential’s role in the category and has begun to change the national conversation about retirement.
More than 250 retirees participated in the campaign, and more than 6,800 photos were submitted.
More than eight million people have viewed the three-minute documentaries, and more than one million unique visitors have used the Day One site. In less than a year, Prudential has become exponentially more recognizable and connected to those who need its services most.
And hopefully, the millions of people who have been touched by Day One have begun to think more about planning for their own.


Describe the creative solution to the brief/objective.

In 2011, the biggest generation in U.S. history began to retire during the worst recession in a century. So instead of the false promises and intimidation that define the retirement category, we concentrated on one moment that everyone shares: Day One.
We asked thousands of people to document their first day of retirement. We received over 5,000 Day One photographs, and they became the faces of a nationwide television and OOH campaign.
Next we sent camera crews across America, and created a documentary series about people on their Day One. We put their stories online at www.dayonestories.com and invited others to join the conversation.
We even took over NYC’s most prominent billboards and turned them into radio stations that broadcasted stories of New York’s newest retirees.
Since it launched, Day One has reached tens of millions of people and touched nearly every medium.