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Principal Financial Group's New Campaign Urges Us to Plan for the Unexpected

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Spot created by TBWA\Chiat\Day humanises financial strife to help viewers reflect on their future money savings

Principal Financial Group's New Campaign Urges Us to Plan for the Unexpected
Over the past year, Principal Financial Group has humanised financial services, shedding light on some of life’s most difficult topics to show the importance of planning for the unexpected. The latest films from Principal‘s “We Can Help You Plan for That” campaign hit home with two difficult life events: the loss of a young father and an ageing parent. 

The first film, Rebellion, follows a family as they adjust to life after a young father passes away. After overhearing his mother worrying about finances, the oldest son begins sneaking out, missing dinner and oversleeping. When she receives a life insurance check from Principal, she learns her husband took care of the family. However, her concern for her rebelling son remains. After confronting him, she learns he had been working to help relieve the financial stress. Shocked - but proud - she tearfully shares the good news that her husband worked with Principal.


The second film, Rebellion—which will debut on television later this Fall—tells the story of a son trying to find a retirement or assisted-living facility for his aging father.


Not impressed by the facilities and slower lifestyle, the father refuses to choose one that is to his liking. After reviewing his investments with Principal, the son leverages his finances to build a guesthouse for his father to be close to the family. The gesture resembles when his father asked him to finish building the treehouse behind his childhood home.Principal knows that life can be unpredictable, and they provide financial planning that can help during life’s most difficult circumstance



Rebellion Credits
Principal Financial Group 
Elizabeth Brady, Chief Marketing Officer 
Eva Sweet, Vice President - Global Center for Brand & Insights
Jason Hoyle, Vice President - Integrated Marketing & Customer Experience 
Chris Bofinger, Senior Advertising Manager

TBWA\Chiat\Day, Los Angeles
Renato Fernandez, Chief Creative Officer
Jason Karley, Creative Director

Suzanne Sherwood, Senior Copywriter
Eron Broughton, Senior Art Director

Brian O’Rourke, Executive Director of Production
Guia Iacomin, Executive Producer
Garrison Askew, Producer

Jennifer Nottoli, Managing Director 
Pamela Lloyd, Brand Director
Caitlin Miller, Brand Manager
Sharon Hsu, Brand Manager 
Annie King, Associate Brand Manager 

Robin Rossi, Director of Business Affairs

Neil Barrie, Chief Strategic Officer
Emma Popping, Brand Strategist
Maggie Bonner, Junior Planner

Production Company: Park Pictures 
Director/Director of Photography: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Scott Howard
Head of Production: Anne Brobroff
Line Producer / EP: Caroline Kousidonis

Editorial: Exile 
editorial:  EXILE edit
editor:  Kirk Baxter
assistant editor:  Zaldy Lopez
Senior Producer:  Remy Foxx
Head of Production:  Jennifer Locke
Executive Producer:  CL Weaver

VFX / Finishing: A52 
VFX Sup: Urs Furrer
Director of Production / Executive Producer: Kim Christensen 
Executive Producer:  Patrick Nugent
VFX Producer: Stacy Kessler-Aungst

Color: MPC
Colorist: Mark Gethin
Color Producer: Rebecca Boorsma 
Associate Color Producer: Elyse Robinson

Sound Design + Mix: Lime
Executive Producer: Susie Boyajan
Mixer: Loren Silber
Assistant: Mark Nieto

Music: Barking Owl
CD/Partner: Kelly Bayette
Producer: KC Dossett
Composer: Houston Fry


Renovation Credits
Principal Financial Group 
Elizabeth Brady, Chief Marketing Officer 
Eva Sweet, Vice President - Global Center for Brand & Insights
Jason Hoyle, Vice President - Integrated Marketing & Customer Experience 
Chris Bofinger, Senior Advertising Manager

TBWA\Chiat\Day, Los Angeles
Renato Fernandez, Chief Creative Officer
Jason Karley, Creative Director

Elizabeth Daniel, Copywriter
Blair Seward, Senior Art Director

Brian O’Rourke, Executive Director of Production
Guia Iacomin, Executive Producer
Garrison Askew, Producer

Jennifer Nottoli, Managing Director 
Pamela Lloyd, Brand Director
Caitlin Miller, Brand Manager
Sharon Hsu, Brand Manager 
Annie King, Associate Brand Manager 

Robin Rossi, Director of Business Affairs

Neil Barrie, Chief Strategic Officer
Emma Popping, Brand Strategist
Maggie Bonner, Junior Planner


Production Company: Park Pictures 
Director/Director of Photography: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Scott Howard
Head of Production: Anne Brobroff
Line Producer / EP: Caroline Kousidonis

Editorial: Exile 
editorial:  EXILE edit
editor:  Kirk Baxter
assistant editor:  Zaldy Lopez
Senior Producer:  Remy Foxx
Head of Production:  Jennifer Locke
Executive Producer:  CL Weaver

VFX / Finishing: A52 
VFX Sup: Urs Furrer
Director of Production / Executive Producer: Kim Christensen 
Executive Producer:  Patrick Nugent
VFX Producer: Stacy Kessler-Aungst

Color: MPC
Colorist: Mark Gethin
Color Producer: Rebecca Boorsma 
Associate Color Producer: Elyse Robinson

Sound Design + Mix: Lime
Executive Producer: Susie Boyajan
Mixer: Loren Silber
Assistant: Mark Nieto

Music: Barking Owl
CD/Partner: Kelly Bayette
Producer: KC Dossett
Composer: Houston Fry


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Categories: Banking, Finance

TBWA Worldwide, Fri, 09 Mar 2018 15:09:46 GMT