From Day One To Chapter Two–that’s the progression of Droga5’s branding of financial services company Prudential. The “Day One” campaign, launched in 2011, featured retirees sharing their feelings on the first day of retirement. Fast forward to today and the focus of the “Chapter Two” campaign is the opportunity for people to pursue their true aspirations and passions once they’ve retired.
The new integrated “Chapter Two” campaign from Droga5, New York, includes several documentary shorts, including two that are related. One introduces us to Jennifer McKinley, a Hurricane Sandy survivor and mother of three who continues to pursue her dreams. What’s particularly unique about this film is that it was created by first-time director and retired postal worker Carol Lewis, with directors TJ Martin and Dan Lindsay, the 2012 Academy Award-winning documentarians behind Undefeated. The other short centers on Lewis who’s closed her career chapter at the post office and now taps into her potential as a filmmaker.
The film about Lewis was directed by Martin and Lindsay, the duo who also mentored Lewis, providing support for her directorial debut. That debut also reflected the pursuits of two other contributing retirees–IT director turned composer Martin Welling and retired agency producer Jon Marias (who served as an exec producer on Lewis’ first helming gig).
