Prudential Shows Snapshots of Financial Health Across the Country in Its Latest Campaign

Over half the country is struggling financially, according to brand's research

Prudential traveled across the country to learn more about financial wellness. Prudential
Headshot of Katie Richards

New data from Prudential Financial shows that one-third of Americans don’t have a clear picture of their finances and retirement planing, with some thinking they are better off than they really are and others thinking they are worse off.

The brand just released its very first Financial Wellness Census, a survey of 3,000 people between the ages of 25 and 70, and found that while many Americans agree that saving for retirement is a top priority, most worry that they will never save enough to be able to retire. After collecting the data, Prudential decided to take a trip across the country to learn more about the people behind it. The brand worked with creative agency Droga5 to create mini documentaries with a PSA feel called “The State of US.”

“We felt it was important not to just pour over data and spreadsheets, but to actually get out and hear from people,” said Droga5 executive creative director Ray Del Savio.

Prudential took a deeper look at places like the city with the highest self-employment rate and the one whose residents have the longest life expectancy to learn how the people there feel about their financial health and what their challenges are when it comes to saving money for retirement or to send their kids to college. The brand visited six communities including Huntsville, Ala.; Loma Linda, Calif.; Jacksonville, N.C.; Memphis, Tenn.; Monowi, Neb.; and Stonington, Maine.

Prudential had a mission throughout that process—position the brand as one that has empathy and one that is “uniquely positioned to partner with these individuals and their families to address these financial challenges,” Prudential Financial vp of brand marketing Niharika Shah said.

“We wanted to be the brand that listens and really go meet these people who are dealing with the challenges we saw in the data and better understand the subjective side,” Shah said.

Prudential’s campaign includes seven TV spots and will be rounded out with out-of-home, print and digital media activations, and interactive online experiences. Check out more of the work below:

Client: Prudential

Agency: Droga5 NY
Creative Chairman David Droga
Chief Creative Officer Neil Heymann
Executive Creative Director Ray Del Savio
Creative Director Dustin Tomes
Creative Director Jono Paull
Sr. Copywriter Ted Meyer
Sr. Copywriter Becca Pottinger
Sr. Art Director Tommaso Fontanella
Sr. Art Director Sam McCluskey
Jr. Art Director Haley Bucher
Jr. Copywriter Kelsey Fritz
Executive Design Director Dino Sanchez
Design Director Maria Wan
Sr. Designer Jen Lally
Designer Eli Hochberg
Program Manager Audrey Weber
Senior Project Manager Laura Rothman
Chief Creation Officer Sally-Ann Dale
Director of Film Production Jesse Brihn
Associate Director of Film Production Ruben Mercadal
Senior Producer, Film Liliana Vega
Associate Producer, Film Sasha Pace
Director of Business Affairs Jocelyn Howard
Celebrity Talent Relations Manager Lindsey McElroy
Business Affairs Manager Tom Vendittelli, Daniella Vargas
Business Talent Manager Michelle Cramer
Music Supervisor Mike Ladman
Executive Producer, Experiential Jenn Mann
Co Director, Interactive Production Tasha Cronin
Sr. Producer, Interactive Kristen Rantuccio
Director of Art Production Cliff Lewis
Producer, Art Frannie Shultz
Executive Producer, Print Alyssa Dolman
Jr. Producer, Print Abraham Nowels
Global Chief Strategy Officer Jonny Bauer
Strategy Director Ned Sonnenchein
Sr. Strategist Sarah Garman
Sr. Communications Strategist Patrick Fahey
Head of Account Management Dan Gonda
Group Account Director Lindsay Cole
Account Director Bradley Allen
Associate Account Manager Cameron Yates

Client: Prudential
Colin Mcconnell Senior VP & Chief Brand Officer
Niharika Shah VP, Head of Brand Marketing & Advertising
Alison Lazzaro VP, Brand Marketing & Advertising
Joe Volpicelli VP, Head of Creative
Anna Papadopoulos VP, Integrated Media

Production Company: RSA Films
Director Anna Sandilands & Ewan McNichols
DOP Ewan McNicol
Executive Producer Phillip Detchmendy
Producer Alejandra Quesada and Alana Mitnick

Editorial: Lost Planet
Editors Jay Rabinowitz, Charlie Johnston, Bruce Herrman, Mike Sobo, Ben Rodriguez
Assistant Editors Steven San Miguel, Rachel Butler, Kenji Yamauchi, Alene Christina, Juliana Rodzinski
Producer Casey Cayko
Executive Producer Krystn Wagenberg

Post Production: The Mill
Colorist Mikey Rossiter
2D Lead Kieran Hanrahan
Additional 2D Artists Daniel Bowhers, Burtis Scott
Design Lead Chet Hirsch
Additional Designers Clemens den Exter
Executive Producer Freya Hewett
Producer Anna Borysewicz

Music: Found Objects
Composer Jay Wadley
Executive Producer Jennie Armon
Senior Producer  Matt Nelson
Producer Nick Chomowicz

Sound: Wave Studios
Sound Designer/Mixer Aaron Reynolds
Executive Producer Vicky Ferraro

Photographer Landon Speers
Producer Richard Gaul
Producer Tommy Nisenson
Producer Shauna O’Brien
Production Assistant (Monowi) Dylan Munson
Production Assistant (Jacksonville) Noah Campagna
Production Assistant (Memphis) Mitchell Cain
Production Assistant (Loma Linda) Phillip Hall
Production Assistant (Loma Linda) Blake Hunter
Production Assistant (Stonington) Sam Brilliant
Production Assistant (Huntsville) Raleigh Schmidt

@ktjrichards Katie Richards is a staff writer for Adweek.
Publish date: September 17, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT