I freelanced at Droga5 for 5 months. While there I partnered the Prudential team and helped them bring this campaign to life. The brand behaves like a cause brand. It's rooted in the DNA of the brand and it's a strong platform that Droga5 have defined with them. It's an incredibly smart way to operate as a brand and it's created some incredibly successful work for both parties.
I was excited to get to work on this brand and add to the incredible portfolio of work they had created together.
The campaign idea was to get people to take action for their retirement. It was all about doing and not telling. So we set out to see if we could get people to run for their retirements and pledge just 1% more. The 401k Race For Retirement was a fun way to get people to think about retirement and act towards it. The event was held in Washington DC and was attended by over 18 000 people. We created questions along the route for people to answer by running through either a YES or NO gate. We shot content all around the event and used this to create two national films that shared the event and experiment with the rest of the country. People were then directed to an online space where they could take the 1% more pledge and encourage others to do so. We created tools on the site that would help show you the difference just 1% more could make to your retirement.