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Northwestern Mutual: The Great Realization
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If not now, then when? That's the sentiment behind Northwestern Mutual's fully integrated, cross-platform advertising campaign launching September 8th during the 2022 NFL season kickoff game between the Buffalo Bills and the Los Angeles Rams. Independent creative company and agency of record MIRIMAR created a TV, digital, and social media campaign that will air nationally throughout 2023. Northwestern Mutual's proprietary research revealed that Americans have an overwhelming desire to pursue their dreams now, rather than wait for that elusive 'someday.' Yet, financial insecurity is preventing them from going after what’s most important. The 'Great Realisation' is a cultural rallying cry for all Americans who have been delaying their dreams to put their priorities into sharp focus and act by creating a financial plan. It’s this cultural shift that lays the foundation for the ‘Great Realisation’ campaign. The fully integrated cross platform effort launches with a long form anthem, TV commercials, digital and social media. Each of the emotive stories in the campaign features someone who can unlock the life they want to live with the help of a Northwestern Mutual advisor. ‘Passion’ is the story of a young chef that wants to start her own restaurant, leaving the big city to get back to her roots. ‘Distant Relatives’ is the story of a young family that uses a financial plan to take an extended trip to Japan so their son can connect with his heritage. ‘Kayak’ is about a dad who spends too much time working. He realises that it’s more important to take the trip of a lifetime with his daughter and uses a financial plan to buy the customised campervan they’d always dreamed of taking a trip in. MIRIMAR enlisted the help of Oscar-winning cinematographer Linus Sandgreen (La La Land, Don't Look Up, James Bond No Time To Die) and highly acclaimed MJZ director Niclas Larsson to help bring the idea to life. The body of work follows a less traditional structure, immersing the viewer in the story and jumping back in time to see that the financial plan crucially enabled everything to happen.
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