PRINCIPAL FINANCIAL
After a few rough years following the 2008 market crash, the Principal wanted to help everyone understand that the worst was over – that it was okay to dream again. So we set out to empower investors to start a conversation with a financial advisor.
Along with TV, a print manifesto introduced the idea:
![](https://freight.cargo.site/t/original/i/137a08549b2ff1e0adc831d42cbe6ac1e19364236cc382eb616e9c551834b620/PFG-Manifesto-Print_o.jpg)
Before Pinterest was even a thing, we created a digital experience - The Dreamcatcher - to help people visualize their dreams. They could upload photos to create an easy icebreaker and rough roadmap for talking to a financial advisor.
![](https://freight.cargo.site/t/original/i/c4b9d2e92d0b98b0ca4be6d96b20467217523bd831c876a9e292c533f2ba3218/PFG-DC-mine_o.jpg)
The Dreamcatcher was also available as a mobile app.
![](https://freight.cargo.site/t/original/i/ca9f27b53b3219345fe87b7ad1f8fa3ffe00f6d2a407b4278567af16f51991f6/DC_mobile-cargo_o.jpg)
On the website, we made sure to explain exactly how the Dreamcatcher worked:
Agency: TBWA Chiat Day
ECD: Rob Schwartz || CD: Mike Yagi, Chris Lynch || AD: Carolina Labi, Mike Palese