“Never talk about money, politics or religion at the dinner table.” Everyone has heard this dozens of times. The problem is that while families talk about politics and religion, they don’t talk about money. Ever, really. They need to talk about money.
So FCB New York and Lincoln Financial Group are breaking the taboo by bringing financial conversations to the dinner table in their new campaign, The (Un)Spoken Plan.
At the spearhead of the campaign is a social experiment called Restaurant Talks in which Lincoln Financial and FCB took over a restaurant, added hidden cameras and changed the menu. The new menu was made up of surprising data points (the appetisers) and tough financial questions (the main courses) covering a range of savings, protection, retirement and financial planning topics – all conversation starters for financial conversations. The meal was paid for by having those conversations.
It was directed by Washington Square Films director and hidden camera expert, Andrew Lane, featured various families arriving at a restaurant for dinner.
The idea was built on a 2019 Lincoln Financial Conversation Survey* which revealed, among other statistics, that while 93% of Americans believe it is important to plan for their family and their own financial futures, 47% of them (nearly half of the entire country) struggle to have conversations with loved ones about long-term financial planning. The campaign’s goal is to lower this number by encouraging people to talk to their loved ones about finances with the help of Lincoln Financial tools and resources this holiday season.
- 38% of respondents said they did not talk to their spouse/partner about each other’s financial situation before getting married/committing to a long-term relationship.
- 55% of those without a financial plan are not confident in their retirement.
- 86% do not feel they have saved enough for retirement.
- 88% do not know or do not feel they have saved enough to protect themselves and their loved ones in the future.
“The survey was a real wake-up call for us. You think about all the things you talk about with your family, but for nearly half the country, finances aren’t one of them. We wanted to find a provocative way to break this taboo and get people talking,” stated Stu Mair, FCB New York EVP, executive creative director. “It was amazing to watch each family take on these tough questions – some for the first time – and how much they learned in just one, rather bizarre, meal. Hopefully, one conversation sparks another.”
“Lincoln believes that the more people talk, the better they can plan and prepare for their financial future, but our research shows people aren’t having these important conversations,” added Angela Schema, vice president, advertising and sponsorships at Lincoln Financial Group. “This campaign uses authentic discussions with real people to engage and encourage people to start – or continue – their own financial conversations and empowers them by providing tools to help.”
This is the first campaign from FCB’s New York office for Lincoln Financial after winning the company’s digital and social business in the first quarter of this year. The agency began working with Lincoln Financial in 2015.
*2019 Lincoln Financial Conversation Survey, August 2019.
Agency: FCB New York
Chief Creative Officer: Ari Halper
EVP, Executive Creative Director: Stu Mair
Associate Creative Director, Copy: Tara Dobson
Associate Creative Director, Content Creator: Thomas Mori
Copywriter, Content Creator: Jack McCormick
Art Director, Content Creator: Andrew Mikhael
Strategy: Todd Sussman, Ben Grossman, Hanna Park & Greg Hines
Account Managment: Wendy Steinberg & Sarah Tarner
Senior Project Manager, Operations: Jesse Morris
Director of Integrated Production: Adam Isidore
Executive Broadcast Producer: Leanne Diamond
President: Emma Armstrong
Director of Business Affairs: Janice Katz
Director: Andrew Lane (represented by Washington Square Films)
Editing: NoMad Editing Company
Editor: Adam Schwartz
Colourist: Stephen Picano
Flame: Alexander Chizhov
Producer: Valerie McAndrews
Executive Producer: Jennifer Lederman
Sound Mix: Eric Rado @ Heard City
Music: Ashe & Spencer
Client: Lincoln Financial Group
SVP, Corporate Marketing, Communications and Strategy: Kristen Phillips
VP, Advertising and Sponsorships: Angela Schema
Director of Advertising: Sarah Blair
Director of Social Media and Content Strategy: Holly Hettinger
Content Marketing & Social Media Consultant: Kirk Wilson
B2B Advertising Consultant: Dani Vitale
Analyst, Consumer and B2B Advertising: Brad Cutler