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Historically, the problem for advertisers in talking about retirement is that, for many people, it's a topic that lacks immediacy. That's changing. For 74 million baby boomers, the prospect of retirement is quite real—for some, all too real. Droga5 and Prudential saw the opportunity to seize on that reality—and its attendant hopes and anxieties—in a new advertising series that considers retirees one at a time, in mini documentaries, on their very first day off after a lifetime of working.
How do these retirees feel about their new reality? Are they scared? Hopeful? Prepared? Can they inspire and learn from each other? Those were among the questions Droga5 sought to answer with the "Day One" campaign.