Prudential Shows Snapshots of Financial Health Across the Country in Its Latest Campaign

New data from Prudential Financial shows that one-third of Americans don't have a clear picture of their finances and retirement planing, with some thinking they are better off than they really are and others thinking they are worse off. The brand just released its very first Financial Wellness Census, a survey of 3,000 people between the ages of 25 and 70, and found that while many Americans agree that saving for retirement is a top priority, most worry that they will never save enough to be able to retire. After collecting the data, Prudential decided to take a trip across the country to learn more about the people behind it. The brand worked with creative agency Droga5 to create mini documentaries with a PSA feel called "The State of US." [kickout id="1"] "We felt it was important not to just pour over data and spreadsheets, but to actually get out and hear from people," said Droga5 executive creative director Ray Del Savio. Prudential took a deeper look at places like the city with the highest self-employment rate and the one whose residents have the longest life expectancy to learn how the people there feel about their financial health and what their challenges are when it comes to saving money for retirement or to send their kids to college. The brand visited six communities including Huntsville, Ala.; Loma Linda, Calif.; Jacksonville, N.C.; Memphis, Tenn.; Monowi, Neb.; and Stonington, Maine. [kickout id="6"] Prudential had a mission throughout that process—position the brand as one that has empathy and one that is "uniquely positioned to partner with these individuals and their families to address these financial challenges," Prudential Financial vp of brand marketing Niharika Shah said. "We wanted to be the brand that listens and really go meet these people who are dealing with the challenges we saw in the data and better understand the subjective side," Shah said. Prudential's campaign includes seven TV spots and will be rounded out with out-of-home, print and digital media activations, and interactive online experiences. Check out more of the work below: [kickout id="2"] [kickout id="3"] [kickout id="4"] [kickout id="5"] CREDITS Client: Prudential Agency: Droga5 NY Creative Chairman David Droga Chief Creative Officer Neil Heymann Executive Creative Director Ray Del Savio Creative Director Dustin Tomes Creative Director Jono Paull Sr. Copywriter Ted Meyer Sr. Copywriter Becca Pottinger Sr. Art Director Tommaso Fontanella Sr. Art Director Sam McCluskey Jr. Art Director Haley Bucher Jr. Copywriter Kelsey Fritz Executive Design Director Dino Sanchez Design Director Maria Wan Sr. Designer Jen Lally Designer Eli Hochberg Program Manager Audrey Weber Senior Project Manager Laura Rothman Chief Creation Officer Sally-Ann Dale Director of Film Production Jesse Brihn Associate Director of Film Production Ruben Mercadal Senior Producer, Film Liliana Vega Associate Producer, Film Sasha Pace Director of Business Affairs Jocelyn Howard Celebrity Talent Relations Manager Lindsey McElroy Business Affairs Manager Tom Vendittelli, Daniella Vargas Business Talent Manager Michelle Cramer Music Supervisor Mike Ladman Executive Producer, Experiential Jenn Mann Co Director, Interactive Production Tasha Cronin Sr. Producer, Interactive Kristen Rantuccio Director of Art Production Cliff Lewis Producer, Art Frannie Shultz Executive Producer, Print Alyssa Dolman Jr. Producer, Print Abraham Nowels Global Chief Strategy Officer Jonny Bauer Strategy Director Ned Sonnenchein Sr. Strategist Sarah Garman Sr. Communications Strategist Patrick Fahey Head of Account Management Dan Gonda Group Account Director Lindsay Cole Account Director Bradley Allen Associate Account Manager Cameron Yates Client: Prudential Colin Mcconnell Senior VP & Chief Brand Officer Niharika Shah VP, Head of Brand Marketing & Advertising Alison Lazzaro VP, Brand Marketing & Advertising Joe Volpicelli VP, Head of Creative Anna Papadopoulos VP, Integrated Media Production Company: RSA Films Director Anna Sandilands & Ewan McNichols DOP Ewan McNicol Executive Producer Phillip Detchmendy Producer Alejandra Quesada and Alana Mitnick Editorial: Lost Planet Editors Jay Rabinowitz, Charlie Johnston, Bruce Herrman, Mike Sobo, Ben Rodriguez Assistant Editors Steven San Miguel, Rachel Butler, Kenji Yamauchi, Alene Christina, Juliana Rodzinski Producer Casey Cayko Executive Producer Krystn Wagenberg Post Production: The Mill Colorist Mikey Rossiter 2D Lead Kieran Hanrahan Additional 2D Artists Daniel Bowhers, Burtis Scott Design Lead Chet Hirsch Additional Designers Clemens den Exter Executive Producer Freya Hewett Producer Anna Borysewicz Music: Found Objects Composer Jay Wadley Executive Producer Jennie Armon Senior Producer Matt Nelson Producer Nick Chomowicz Sound: Wave Studios Sound Designer/Mixer Aaron Reynolds Executive Producer Vicky Ferraro Photography Photographer Landon Speers Producer Richard Gaul Producer Tommy Nisenson Producer Shauna O’Brien Production Assistant (Monowi) Dylan Munson Production Assistant (Jacksonville) Noah Campagna Production Assistant (Memphis) Mitchell Cain Production Assistant (Loma Linda) Phillip Hall Production Assistant (Loma Linda) Blake Hunter Production Assistant (Stonington) Sam Brilliant Production Assistant (Huntsville) Raleigh Schmidt