The financial services company tries to capture the moment of transition for real retirees.
Prudential’s recent campaign offered a realistic look at the current picture of retirement, by asking retirees to submit photos and tell their stories for the “Day One” project.
Hundreds of people across America were asked to photograph their first day of retirement, which were used in a TV spot for the campaign. Five retirees were then selected for accompanying documentaries, which effectively capture this significant moment of transition.
Prudential launched the website Day One Stories, which features these short videos, along with dozens of photos of newly retired people along with capsule profiles about them. During Thanksgiving week, new ads will air that spotlight individual stories, and outdoor ads will appear in airports, billboards and photo installations.
This project helps to make a hard-to-imagine life transition more tangible and realistic, and sparks the imagination of consumers to dream up their own “Day One” wishes and desires and also make sure they’re financially prepared for their retirement.