“If not now, then when? That’s the sentiment behind Northwestern Mutual’s new fully integrated, cross-platform advertising campaign created by agency Mirimar and featuring an anthem film as well as several commercials directed by Niclas Larsson of MJZ and lensed by Oscar-winning (La La Land) cinematographer Linus Sandgren
Northwestern Mutual’s proprietary research revealed that Americans have an overwhelming desire to pursue their dreams now, rather than wait for that elusive “someday.” Yet, financial insecurity is preventing them from going after what’s most important. The “Great Realization” campaign is a cultural rallying cry for all Americans who have been delaying their dreams to put their priorities into sharp focus and act by creating a financial plan.
This anthem film shares and articulates the “Great Realization,” bringing the emotive stories in the individual commercials to the fore, introducing its protagonists–a young chef who wants to start her own restaurant, leaving the big city to get back to her roots; a young family planning an extended trip to Japan so their son can connect with his heritage; and a workaholic dad who decides to take the kayaking trip of a lifetime with his daughter.
“We’re proud to partner with Northwestern Mutual and make work together that taps into a cultural truth and people everywhere seizing the life experiences they’ve been held back from or put off,” said John McKelvey, founder and chief creative officer of Mirimar. “There’s an urgency to enjoying life we all feel now and ‘The Great Realization’ movement embraces this.’’
