JWT Atlanta campaign focuses on moments in life when a person’s financial future is changed
Today Transamerica launched a new advertising campaign, “It’s Real Now,”SM developed with advertising agency JWT Atlanta. Directed and shot by two-time Academy Award winner Janusz Kaminski, the campaign highlights real moments in life, both joyful and bittersweet, whenpeople’s lives are forever changed.
“This new campaign builds on our recent ‘Tomorrow Makers®’ campaign, which reintroduced Transamerica as an integrated financial services organization with solutions for insurance, investments and retirement,” said Bill Tate, Senior Vice President at Transamerica. “‘It’s Real Now’ moves this idea forward by depicting those wake-up moments in life when people realize transformingtomorrow begins with action today.”
“It’s Real Now” consists of two TV commercials, 13 online videos and a collection of print and digital ads, which all work together to tell the stories of the financial impact of life changing moments. The campaign captures seven major life events including having a baby, opening a new business, sending a child to college, divorce, receiving a promotion at work, experiencing the death of a family member and retirement. The videos, whichwill live on Transamerica.com, feature stunning visual imagery of everyday people encountering challenges and opportunities.
Mr. Kaminski, who is best known for being the director of photography for Schindler’s List, Saving Private Ryan, Diving Bell and the Butterfly and most recently Lincoln, has photographed each of Steven Spielberg’s films since 1993. He captured the stories of “It’s Real Now” not as commercials, but rather as a series of short, poignant films and brought the vision to life in a beautiful, touching way.
The media launch strategy was developed by Mindshare Atlanta. “It’s Real Now” will debut during the Men’s College Basketball Tournament on CBS, Turner Broadcasting Networks and related websites. Digital ads and site takeovers will complement the TV launch with online content featured acrossdisplay, mobile and social platforms, including Facebook, Twitter and YouTube.
Advertising Agency: JWT Atlanta
Media Partner: Mindshare Atlanta
Chief Creative Officer: Perry Fair
Group Creative Director: Lando Ettrick
Associate Creative Director: Deb DeWitt
Art Director: Daria Sawaszkiewicz
Sr. Copywriter: Matt Genne
Copywriter: Brian Gallagher
Digital Experience Director: Paul Schoknecht
Associate Director of Digital Strategy: Sunni Thompson