Agency: iCrossing
Role: Global Chief Creative Officer

Born to Save Brand Campaign

For the brand launch of this retirement company (formerly ING), we wanted to reflect a genuine optimism about the future instead of the grim, punitive sensibility of most of the retirement category. We also needed to make some noise with a relatively small budget. So we decided that a grand gesture was in order. We gave every baby born in the US on the first day of ‘Retirement Awareness Week’ a $500 retirement account. The result was 230 million impressions, 2000 new customers and a whole lot of love and positive energy for the new brand.