With a little twist of an advert’s plot – and its audience’s expectations – you can give an ad a much stronger punch. And now that people are exposed to so many stories every day, that’s a real asset.
Each of FCB New York’s stories for the newest evolution of its Responsibility of Love campaign for Lincoln Financial Group has a lovely little twist.
The campaign creates a financial wake-up call by asking, “Who are you responsible for?” Its second source of power is that it’s a new way of looking at retirement planning – have you done everything possible to plan for and protect the financial futures of those you love the most.
The TVCs are supported in digital.
Agency: FCB New York
Chief Creative Officer: Ari Halper
Executive Creative Director: Stu Mair
Associate Creative Directors: Hernan Ibanez (Art) & Tara Dobson (Copy)
Art Director: Anais Benoudiz
Executive Producer: Stacy Flaum
Associate Producer: Sydney Richardson
Account Management: Alec Cocchiaro & Sarah Tarner
Planning: Raig Adolfo & Elizabeth Crowe
Project Manager: Jesse Morris
Production Company: Bob Industries
Director: Kim Geldenhuys
Executive Produce & Manager Partner: John O’Grady
Producer: Marci Harriott
Editing Company: Cosmo Street
Editor: Aaron Langley
Producer: Luiza Naritomi
Post Production: The Mill
Record and Mix: Sonic Union
Conform and Finishing: Switch
Client: Lincoln Financial Group
Vice President, Head of Advertising & Sponsorships: Dave Wozniak
Director of Advertising: Sarah Blair
Senior Vice President, Corporate Marketing, Communications & Strategy: Kristen Phillips