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Droga5 Captures Day One of 5,000 Pensioners

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Fully Integrated Campaign for Prudential Highlights the Highs and Lows of Retirement in the US

Droga5 Captures Day One of 5,000 Pensioners
Every day, 10,000 people retire in the U.S.A and with 74 million baby boomers right behind them, they will all be facing challenges that no other generation has experienced before. US Social security is in crisis. Healthcare costs are skyrocketing and with advancements in medicine and science, we are all living longer. Many face the prospect of outliving their savings.

So how do they feel about this? Are they scared? Are they hopeful? Are they ready for their first day of retirement? The first day of their new lives. Can they inspire and learn from one another?
In the summer of 2011, Prudential and Droga5 set out to find the answers to these questions and celebrate this new chapter in the lives of many Americans.
Droga5 started by asking people across the country to document their very first day of retirement. The sunrise, their families, their feelings and their new found freedom.
The result... Over 5,000 photographs and interviews.
These intimate and hopeful portraits became the foundation of the entire “Day One” integrated campaign; including everything from a national TV commercial to a beautiful series of in-depth documentaries.
Finally, Droga5 built a website that not only housed the photos, films and collective wisdom but also provided people the necessary tools to help them prepare for their upcoming retirement.
As you look through the pictures, read the quotes and watch the films it becomes clear that while everyone has a different point of view on their challenges and the uncertainties of retiring, they all share one amazing trait: optimism.
Throughout this generation there is a hope and a belief that they will make it through. That they will be OK and that this is just the first day of a long and happy retirement.

Droga5 Credits:
Client: Prudential
Campaign: Day One 
Agency: Droga5 NYC
Creative Chairman: David Droga
Executive Creative Directors: Ted Royer & Nik Studzinski
Group Creative Director: Kevin Brady
Creative Director: Neil Heymann
Copywriters: Graham Douglas. Michelle Hirschberg & Colin Lord
Art Director: Ben Wolan
Website Credits: 
Interactive Designer: Ronaldo Jardim
Head of Integrated Production: Sally-ann Dale
Executive Producer: Andrew Allen
Interactive Producer: Jason Curtis
Strategy: Steve Grant
Account Director: Emily Brooks
Interactive Production Company: Domani Studios
Executive Creative Director: Jon Hills
General Manager: Shawn Clarke
Creative Director: Jon Lander
Director of Technology: Evan Stark
Producer: Pierre Weidemann
Designer: Calvin Teoh
Video Production: Andrew Green
Developers: Stewart Hamilton-Arrandale & Erwan Jegouzo
Day One' Documentaries Credits:
Campaign: Day One / Retirement
Head of Integrated Production: Sally-Ann Dale
Executive Producer: Scott Chinn
Strategy: Steve Grant
Account Director: Emily Brooks
Production Company: Epoch Films
Director: Everynone
DOP: Everynone
Executive Producer: John Duffin
Producer: Sean Hobbs
Production Supervisor: Colin Moran
Editor: Everynone
Post Production: Cut + Run
Additional Editorial: Georgia Dodson
Executive Producer: Rana Martin
Flame Operator: Joey Grosso
Music: Unseen Music
Composer: Keith Kenniff
Sound: The Royal T House
Mixer: TTT
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Droga5 New York, Wed, 07 Dec 2011 15:00:00 GMT