Agency: Dentsu
Date: Apr 2024
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Long-term financial planning and selecting benefits services can traditionally feel overwhelming, unapproachable and jargony. Yet, in Principal Financial Group’s newest campaign, they’re taking the opposite approach – infusing dry humor, expert empathy and relatability to connect with consumers.

This campaign is Principal Financial Group’s first campaign with Dentsu Creative since being named Agency of Record back in August.

By celebrating the unique personalities and talent that make a business everything it is, this campaign shows why business decision makers can trust the expertise of Principal when it comes to finding the right retirement and benefits plans to keep their team happy for years to come, all laddering up to the sentiment: Let our expertise round out yours.

Leaning in to ‘empathetic expertise’: The films profile three different types of employees, each with their own niche – authentically connecting and resonating with people through the people who drive the business forward every day.

Insightful humor to breakthrough a ‘sea of sameness’: The tone of voice avoids category jargon and complexity, and instead humanizes the need for retirement and benefits expertise through humor, positivity, and information provided in a down-to-earth way.