Prudential Day One

Prudential’s “Day One” campaign, focusing on retirement in the USA, has won a Gold Integrated Lion at 2012 Cannes International Festival of Creativity. The campaign was targeted at the more than 10,000 American baby boomers who retire each day, capturing what it feels like to wake up on a person’s first day of retirement in 2011. Centred on a microsite,, the campaign collected and documented personal experiences from across the country, encouraging people to start the conversation around retirement and to pro-actively plan for their own.

Prudential Day One site

Prudential asked thousands of people to document their first day of retirement. Over 5,000 Day One photographs became the faces of a nationwide television and OOH campaign. Camera crews were sent across America to form a documentary series about people on their Day One. Stories and conversations were hosted online at and the Day One Facebook page. Prominent billboards in New York City were turned into radio stations that broadcasted stories of New York’s newest retirees.

Click on the image below to play the Photographs video

Click on the image below to play the Linda Gutherie’s Story documentary video

Click on the image below to play the Herman’s Story documentary video

Prudential ran a teaser campaign on the billboard at the exit of New York’s midtown tunnel. Over the course of ten days commuters witnessed the revelation of five creative designs featuring photo documentation of new retiree’s first day of leisure. Starting with a single image, new photos were slowly rolled out, accumulating into a giant collage. For the final unveil, the billboard displayed the Prudential logo and campaign tagline; “Every day, 10,000 people will experience day one of their retirement.”

Prudential Day One Billboard
Prudential Day One Billboard
Prudential Day One Billboard
Prudential Day One Billboard
Prudential Day One Billboard

More than 250 retirees participated in the campaign, and more than 6,800 photos were submitted. More than eight million people have viewed the three-minute documentaries, and more than one million unique visitors have used the Day One site. In less than a year, Prudential has become exponentially more recognizable and connected to those who need its services most.

Day One Credits

The Day One campaign was developed at Droga5, New York, by creative chairman David Droga, executive creative directors Ted Royer, Nik Studzinski and Jon Hills, group creative director Kevin Brady, creative director Jon Lander, art directors Ben Wolan and Jerry Hoak, copywriters Graham Douglas, Ray Del Savio, Michelle Hirschberg, Colin Lord, head of integrated production Sally-Ann Dale, executive producers Scott Chinn and Andrew Allen, producers Alexis Stember, Maggy Lynch, Jeannie O’Toole, Sam Kilbreth, Bill Berg, Jason Curtis, strategists Steve Grant and Teodor Florea, interactive designers Ronaldo Jardim, Calvin Tech, Stewart Hamilton-Arrandale and Erwan Jegouzo (Droga5/Domani Studios), Domani Studios technology director Evan Stark, producer Pierre Weidemann, interactive designer Andrew Green, general manager Shawn Clarke, account directors Bryan Yasko and Emily Brooks.

Filming was shot by directing team Everynone via Epoch Films with executive producer John Duffin, producers Patrick Harris, Sean Hobbs and Colin Moran. Editing was by Everynone and Georgida Dodson at Cut & Run with executive producer Rana Martin, producer Melati Pohan, and Flame operator Joey Grosso.

Music was composed by Keith Kennif at Unseen Music. Sound was designed at The Royal T House.

Billboards were produced at CBS Outdoor.