How do you envision your Day One?
All of us have (or will) experienced a time when we have to plan for retirement, but have you really stopped to think about what you will do on that very first day? That’s exactly what Prudential’s brilliant and beautiful “Day One” campaign is about.
Mapping out the next stage of your life after a long working career should be a fascinating journey, not the struggle and fearful “task” we currently experience. The campaign was targeted at the more than 10,000 American baby boomers who retire each day, capturing what it feels like to wake up on a person’s first day of retirement. The project is hosted on a microsite dayonestories.com, where more than 250 retirees have participated by submitting their images and videos.
The “Day One” campaign was awarded a Gold Integrated Lion at the 2012 Cannes Lions, a very prestigious achievement that only two campaigns in the entire world received. We are very impressed from the quality and effort of this campaign, as they are producing amazing short videos that are truly relevant to everyone.
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