Retirement is an ideal time for people to pursue their passions. That’s
the message behind Chapter
Two, a new advertising campaign launched today by Prudential
Financial (NYSE:PRU).
As an evolution of the award-winning Day
One Campaign, Chapter Two is an ongoing campaign about doing what
you love in retirement, created by people who are in retirement. Through
a series of films, radio spots, online and out-of-home advertising and
other components, Prudential demonstrates what planning for retirement
can help people accomplish beyond their first day of retirement.
“In 2011, Prudential’s ‘Day One’ campaign featured real retirees on
their first day of retirement and provoked people to think how they
might prepare for a retirement that lasts 6,000 days on average," said
Colin McConnell, Vice President, Head of Advertising at Prudential. “Now
we’re focusing on how people might spend that time in their ‘Chapter
Two.’ The campaign actually demonstrates the incredible opportunity
retirement offers by showing people pursuing their passions. In fact, we
were inspired by retirees pursuing their artistic talents, such as
filmmaking and painting, to create some of the actual content.”
As part of its new Chapter Two advertising campaign, Prudential
Financial has brought together a retired realtor, Francesca Azzara and
the founders of Marchesa, Georgina Chapman and Keren Craig, for an
unprecedented design collaboration. The retiree, along with the Marchesa
founders, have designed and created a red-carpet gown to be worn by a
soon-to-be-announced celebrity at this year’s 2014 Cannes Film Festival.
Established in 2004, Marchesa is a fashion brand specializing in
eveningwear and has often been worn by a number of Hollywood actresses
on the red carpet.
“I always knew I wanted to get back to design and fashion one day,”
Azzara said. “Once I retired, it occurred to me that this was my chance.
I hope when people see my story, they see that retirement can be a time
to do what they truly love.”
The design project is featured in a film at Prudential.com/ChapterTwo.
Three additional documentaries that showcase other retirees pursuing
their passions in retirement are also available on the website.
“Real creativity comes from life’s diverse experiences,” said Chapman
and Craig in a joint statement. “And the other part of creativity is
passion, so the best collaborations always come from those who, like
Francesca, love to design as much as we do.”
Every element of the “Chapter Two” campaign, created by Prudential and
creative agency Droga5 is part of Prudential’s initiative to help show
all Americans that retirement is an opportunity to spend their time
doing what they truly love to do.
In addition to the films featured in the campaign, Chapter Two will also
include the following components which can be found at Prudential.com/ChapterTwo:
Radio:
Six documentary-style radio spots featuring retirees doing what they
love in retirement, including a retired designer turned cancer food
chef; retired firefighter turned artist and retired postal worker turned
director.
Out-of-home advertising:
High-impact painted wallscape on Houston Street (@ W. Broadway) in New
York’s SoHo district featuring the artwork of Mike Tiscia, retired bank
examiner turned painter.
Online advertising:
Rich media unit featuring the laser paper-cutting artwork of Bob
Pillsbury, retired architect turned artist. Additional campaign
extensions will be announced throughout the year and can be found at Prudential.com/ChapterTwo.
Prudential Financial, Inc. (NYSE:PRU), a financial services leader with
more than $1.1 trillion of assets under management as of December 31,
2013, has operations in the United States, Asia, Europe, and Latin
America. Prudential’s diverse and talented employees are committed to
helping individual and institutional customers grow and protect their
wealth through a variety of products and services, including life
insurance, annuities, retirement-related services, mutual funds and
investment management. In the U.S., Prudential’s iconic Rock symbol has
stood for strength, stability, expertise and innovation for more than a
century. For more information, please visit www.news.prudential.com.
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Copyright Business Wire 2014