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Principal Financial Group Shows the True Value of Money in Sentimental New Spot

Creative 186 Add to collection

TBWA\Chiat\Day LA's campaign marks the sharpening of the Principal brand promise and the beginning of more content and actions directed at helping people and businesses feel and become more financially confident

Principal Financial Group Shows the True Value of Money in Sentimental New Spot

Principal Financial Group, a leading financial services company, is launching its newest creative platform and campaign, 'For All It’s Worth'. Money isn’t just a goal - it’s an enabler to the things in life that are worth the most to people. And what matters at the end of the days isn’t the same for everyone.

The creative dives into a breadth of customers from all walks of life, in all stages of life and finds the human, emotional benefit that comes from wealth, whether you have a lot of it or just starting out. Principal is dedicated to ensuring every person and business has the access, opportunity, and tools that enable them to live life in the ways that are worth the most to them.

The campaign was created in partnership with creative agency of record TBWA\Chiat\Day LA and was directed by Diego Contreras.

This campaign marks the sharpening of the Principal brand promise and the beginning of more content and actions directed at helping people and businesses feel and become more financially confident, no matter where they are in their journey.

Jason Karley, group creative director, TBWA\Chiat\Day LA, said: “Lots of financial brands can help you build wealth. But what sets Principal apart is their understanding and focus on worth as well. Wealth and worth aren't the same, but they’re intrinsically linked. The stories we're telling begin with the obvious differences between the two, then gradually show the more nuanced relationship and overlap between them. How these two elements collide and build on each other to make up the moments in our lives we cherish and remember, whether you've already established one, both or are just starting out in life.”

“Principal believes feeling secure is a foundation for a life well lived." added Beth Wood, chief marketing officer, Principal Financial Group. "We’re here to help more people and businesses with access to the solutions and guidance needed to build wealth and enjoy the people and moments that make life worth living.”


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Client

Client: Principal Financial Group

SVP, Chief Marketing Officer: Beth Wood

Head of Global Brand Marketing: Jairo Garcia

Creative Director: Diane Van Wyngarden

Agency

Agency: TBWA\Chiat\Day LA

Group Creative Director: Jason Karley

Senior Art Director: Ryan Buckley

Senior Copywriter: Mark Winters

Creative Director: Liz Cartwright

Senior Producer: Garrison Askew

Production Coordinator: Jessie Glenn

Account Management

Business Lead: Jesper Andréasson

Account Director: Jhordan Ford

Senior Account Executive: Tatiana Froehlich

Account Planning

Group Strategy Director: John Hickman

Strategy Director: Jesse Unger

Senior Strategist: Patrick Cooper

Business Affairs/Traffic

Associate Director of Business Affairs: Jennifer Anaya

Senior Traffic Operations Manager: Judy Brill

Live Action Production Company

Production Company Name: Reset Content

Director: Diego Contreras

Executive Producer: Deannie O’Neil

Line Producer: Darrin Ball

Editorial Company

Production Company Name: Cabin Editorial

Editor: Isaac Chen

Assistant Editors: Brian Meagher and Matt Simmons

Producer: Mary Stasilli

Post / Colour

Production Company Name: a52

Producer: Jenny Bright

Senior Colourist: Daniel de Vue

Post / VFX

Production Company Name: Shape + Light

Executive Producer: Cara Lehr

Creative Director: Rob Trent

Producers: Bethan Thomas and Crystal Rossman

Lead Flame Artist: Miles Kinghorn

Support Flame: Mandy Sorenson, Paul Heagney

Post / Animation

Motion Graphics Designer: Alex Hicks

Music and Sound
Original Music Composition

Composed by: Philip Kay

Producer: Andy Oskwarek

Company Name: KOM

Audio Post Company

Production Company Name: Lime Studios

Executive Producer: Susie Boyajan

Mixer: Joel Walters

Assistant Mixer: Collin Thomas

Categories: Investment, Finance

TBWA\Chiat\Day LA, Wed, 24 Feb 2021 17:07:49 GMT