I freelanced at Droga5 in 2015 and helped the Prudential team there bring this campaign to life. The challenge was to get people to think about their retirement and contribute more towards it. The idea put people at the heart of it and treated them like the cause. The 401k Race for Retirement was a fun way to get people to do something towards their retirement that felt fun and engaging. We shot film and content around the event and used this to create a national campaign to create awareness. People could also go online and sign a pledge to pledge just 1% more of the annual income towards their retirement.