Prudential insurance demonstrates the possibilities in life after retirement in a new campaign that will begin with one teaser snapshot will grow into a full-size collage of consumer pictures.
For Prudential’s “Day One” project, which collected photos of hundreds of Americans on the first day of their retirement, the company has taken over the Midtown Tunnel billboard in New York City. The tunnel is used by over one million vehicles every month as they drive into Manhattan. The campaign, developed by Droga5, is starting with a teaser board that appeared earlier this week featuring a single photo of a retiree’s “Day One”:
More photographs will appear over the next couple of weeks, building to a full collage of consumer experiences along with final branding. The time-lapse approach is an innovative way of sharing the crowdsourced content and inspires those who view the billboard to reflect on their own desired retirement experience over a period of time. Here’s another image of what the board will look like as the number of photos grows: