Northwestern Mutual's The 'Great Realization' Calls on American's Who Delay Their Dreams

If not now, then when? That’s the sentiment behind Northwestern Mutual’s fully integrated, cross-platform advertising campaign launching September 8th during the 2022 NFL season kickoff game between the Buffalo Bills and the Los Angeles Rams. Independent creative company and agency of record MIRIMAR created a TV, digital, and social media campaign that will air nationally throughout 2023.

Northwestern Mutual’s proprietary research revealed that Americans have an overwhelming desire to pursue their dreams now, rather than wait for that elusive ‘someday.’ Yet, financial insecurity is preventing them from going after what’s most important. The 'Great Realisation' is a cultural rallying cry for all Americans who have been delaying their dreams to put their priorities into sharp focus and act by creating a financial plan.

“As we looked at what’s been happening around us through the pandemic, we recognised we’ve all endured a shared experience. An experience that’s forced us to press pause on what we want and need, bringing about a collective awakening that’s motivating people to re-architect a better life both for themselves and their loved ones,” said Tim Gerend, executive vice president and chief distribution officer at Northwestern Mutual.

It’s this cultural shift that lays the foundation for the ‘Great Realisation’ campaign. The fully integrated cross platform effort launches with a long form anthem, TV commercials, digital and social media. Each of the emotive stories in the campaign features someone who can unlock the life they want to live with the help of a Northwestern Mutual advisor.

‘Passion’ is the story of a young chef that wants to start her own restaurant, leaving the big city to get back to her roots. ‘Distant Relatives’ is the story of a young family that uses a financial plan to take an extended trip to Japan so their son can connect with his heritage. ‘Kayak’ is about a dad who spends too much time working. He realises that it’s more important to take the trip of a lifetime with his daughter and uses a financial plan to buy the customised campervan they’d always dreamed of taking a trip in. 

MIRIMAR enlisted the help of Oscar-winning cinematographer Linus Sandgreen (La La Land, Don't Look Up, James Bond No Time To Die) and highly acclaimed MJZ director Niclas Larsson to help bring the idea to life. The body of work follows a less traditional structure, immersing the viewer in the story and jumping back in time to see that the financial plan crucially enabled everything to happen.

“We’re proud to partner with Northwestern Mutual and make work together that taps into a cultural truth and people everywhere seizing the life experiences they’ve been held back from or put off,” said John McKelvey, founder and chief creative officer of MIRIMAR. “There’s an urgency to enjoying life we all feel now and ‘The Great Realisation’ movement embraces this.''

To further help Americans make their realisations a reality, the company is partnering with New York Times-best-selling author and happiness expert Gretchen Rubin to help consumers understand the connection between happiness, personal priorities and how they can achieve both through a comprehensive financial plan. Exclusive content will be available through Rubin’s Happier app, on GretchenRubin.com and her social media channels. Rubin and Northwestern Mutual will also co-host a series of Instagram Live 'Happier Hours' to showcase how real people have pursued changes in their lives that  have led to greater overall happiness, all through lively conversations and a series of special guests.

With more than $560 billion in combined company and client assets, $34 billion in revenues, and $2.1 trillion worth of life insurance protection in force, Northwestern Mutual delivers financial security to nearly five million people with life, disability income and long-term care insurance, annuities, and brokerage and advisory services. Northwestern Mutual ranked 97 on the 2022 FORTUNE 500 and was recognised by FORTUNE® as one of the 'World's Most Admired' life insurance companies in 2022.