Hi.
Welcome to my blog. I document my adventures in travel, style, and food. Hope you have a nice stay!
Welcome to my blog. I document my adventures in travel, style, and food. Hope you have a nice stay!
In 2011 the biggest generation in history – the Baby Boom – began turning 65. More than 10,000 people every day. And all of this during one of the most shaky financial climates in a century.
Needless to say, this is kind of a big deal. And no time for salt and pepper models or bathtubs on the beach. So instead we created a campaign that gave a face to these impossibly large statistics, and a human story to the issues. This is Day One.
Concept
Creative Direction
Copywriting
Each of full-length documentaries were re-cut to make :60 and :30 TV spots. Rather than driving traffic to a company homepage, they directed viewers to the full films.
On average, visitors spent nearly 3 minutes watching each video — a pretty astounding amount of time these days.
The campaign comes together at DayOneStories.com, where consumers can watch the documentaries, learn about the coming "retirement boom," find helpful tools, and upload photos and stories of their Day One. So far we're at over 100,000. And counting.
We teamed up with WYNC's RadioLab team to create an interview series specifically for radio. Again, we found incredible people across the country, and spent their first day of retirement together. Here are a few of those stories.
