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Creative

Droga5's Prudential Campaign Urges America to Stress Less and Get Back on Track

'The State of US' ad series shows real Americans with pressing financial worries with the aim to show how common these conversations are in the country

Droga5's Prudential Campaign Urges America to Stress Less and Get Back on Track

One-third of Americans do not have an accurate handle on the state of their own finances, thinking they are either better or worse off than they actually are, finds new research released by Prudential Financial, Inc.

The company’s first-ever Financial Wellness Census also reveals a nation almost evenly split between people who are financially healthy and those who are struggling.

“Our relationship with money can affect our physical health, stress levels and state of mind, family dynamics and even our performance at work,” says Stephen Pelletier, executive vice president and chief operating officer of Prudential’s U.S.-based businesses. “That’s why it’s so important to us as a company to hear from Americans across the country about the financial challenges and opportunities they face. Only by listening can we truly learn what people need to help them get on the path to financial wellness and stay on the right track throughout their lives.”

Prudential’s Financial Wellness Census

Prudential’s Financial Wellness Census, which surveyed more than 3,000 U.S. adults, is among the most comprehensive and in-depth studies of Americans’ financial health since the 2008 financial crisis. It explores Americans’ objective financial health (such as what they earn, own and owe) and their subjective financial health (including their financial outlook and how optimistic or pessimistic they are about achieving financial goals). In addition to not having an accurate perception of their own finances, other top findings across age, gender, race and geography include:

  • Biggest worry? Americans’ most pressing financial worry is the thought that they will never be able to retire and will have to continue working as long as they can hold a job.
  • Do we think we’re on track? More than 50 percent of survey respondents believe they will achieve most of their financial goals, even though fewer than 50 percent are actually on track to achieve them.

Inspired by insights from the research, Prudential also launched a new campaign created in partnership with Droga5 called “The State of US,” which includes a series of films that spotlight the financial challenges facing Americans, particularly young parents, women, pre-retirees and the self-employed. Hosted by wellness expert Alexandra Drane, the films were shot on location in communities across the U.S. that represent potential obstacles on the path to financial wellness, including: Huntsville, Alabama; Loma Linda, California; Jacksonville, North Carolina; Memphis, Tennessee; Monowi, Nebraska; and Stonington, Maine. The stories emerging from these communities reflect some of the most common financial challenges facing Americans, such as longer life expectancies, the cost of higher education, and the changing nature of employment.

They reveal that, while each person’s relationship with money is unique, there are common conversations happening in living rooms across the country about our individual and collective state of financial wellness. Additional films, along with related communications and experiences, will continue to be rolled out through the remainder of 2018. The first are viewable here.

“The journey to financial wellness is deeply personal,” says Niharika Shah, Prudential Financial’s vice president of brand marketing. “Our goal with this campaign is to engage Americans from all walks of life to better understand the financial hurdles they face and, in turn, the types of solutions they need and want. Thanks to the generosity and candor of people across the country who shared their stories with us, today we are able to ignite a national conversation about money and the role it plays in our well-being.”

The company also created a three-minute self-assessment to enable individuals to discover where they stand on their own personal path to financial wellness. Together, these initiatives are intended to kick-start a conversation among Americans from all walks of life about their relationship with money and its impact on their well-being – and that of their families – today and in the future.

To explore an interactive data visualisation of the Financial Wellness Census™ and to take the three-minute Financial Wellness Self-Assessment, please visit prudential.com/StateofUS.


Credits 

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
Design Director Michael Kleinman
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
Business Talent Manager Dino Spanakis
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
Colourist 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


Photography
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

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Edit Company: Lost Planet

Edit Assistant: Jay Rabinowitz, Charlie Johnston, Kenji Yamauchi, Alene Christina, Juliana Rodzinski