Crowdsourced Retirement Photos Will Create A Billboard Of Life Experience

Crowdsourced Retirement Photos Will Create A Billboard Of Life Experience

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.

Emma Hutchings
  • 5 january 2012

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”:

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