Financial security company Northwestern Mutual, with its new campaign "Spend Your Life Living", aims to reframe people's idea of planning for their financial futures, and help them feel empowered.
The four spots titled "Backyard Bliss," "This Call's for You," "Fish Out of Water" and "Ocean, Whoa" are created by GSD&M and tap into each of the consumer insights.
The campaign will kick off on 1st January, 2018. Northwestern Mutual will take over part of the tailgate outside of the Rose Bowl stadium to recreate a massive end zone, encouraging fans to join and share their best touchdown dance on social media with #SpendLifeLiving. The Northwestern Mutual "Touchdown Dance" will also be recreated at the College Football Playoff National Championship game on January 8.
Aditi Gokhale, chief marketing officer, Northwestern Mutual said: "Our research uncovered the constant struggle Americans are experiencing between living for now and saving for later.People are in a balancing act of how they can enjoy today while preparing for tomorrow, and this results in massive anxiety. This campaign shows how Northwestern Mutual helps our clients plan for the important moments in their lives so they can make the most of every single day."
"These activations are all about giving people meaningful moments and elevating their experiences at events they are passionate about. They're already at the game cheering on their favorite college football team, but now they're able to experience what it would be like to do their own touchdown dance in the end zone. We want this moment to be a special, shareable experience that they'll remember beyond game day."