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:




Before Pinterest was 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.



The Dreamcatcher was also available as a mobile app.



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


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