Prudential

Who's Your Rock

The Who’s Your Rock? Campaign

After the pandemic, Prudential wanted to look strong and resilient again by re-establishing the company’s iconic rock, but didn't know where to start. First introduced 125 years ago as both a symbol and a logo, it was phased out a decade ago for a more misguided, modern take, but Prudential needed to return to its roots to gain customers’ trust back. Our commercial aired in every major market across the country during the Olympics and launched in-person events in Time Square, NYC that still happen every summer.

The Work

Using Prudentials established branding, we brought powerful portraiture and pandemic related imagery of escapist fantasy into the fold, giving the century old brand a current feel. Who’s The Rock could’ve faded from memory after this quick reintroduction, but it didn’t. In fact, our campaign has influenced every future campaign and seems to be more than just another tagline.

Deliverables worked on: design, production (print, out-of-home, digital, social, video, image search, retouching & copywriting)