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2015 One Show - Cross-Platform

Prudential - Chapter 2

Agency Droga5 / New York

Client Prudential
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Annual ID

150380A

About the Work

Today, an entire generation is redefining retirement as a time to do what you love. Instead of just telling people about this, we gave real retirees the chance to prove it themselves. Introducing Chapter Two, a campaign about retirees, made by retirees. Chapter Two began with Carol Lewis, retired postal worker, directing a documentary about how true passions never die. Later Mike Tiscia, retired bank examiner turned water-color painter, created our out-of-home. And Robert L. Pillsbury, retired architect, created our online advertising. For the red carpet event at the Cannes International Film Festival, Francesca Azzara, retired real estate agent, partnered with one of the world’s hottest designers, Marchesa, to create a dress for Naomi Watts. Even the radio commercials featured music by Peter Herbst, retired magazine editor, and voiceovers by retirees Flynn Jones and David Satkowski. And every single story was featured and drove back to Prudential.com/ChapterTwo