TIAA

- Shortlisted at Cannes Lions International Festival of Creativity 2024 -

The Situation

54% of Black Americans lack the savings for a dignified retirement. This isn’t just a statistic; it demands more than a campaign. TIAA had to forge a powerful community partnership and make a bold statement to ignite the fight against #RetireInequality.

The Challenge

Our agency joined forces with Martin Agency and Jack Morton to launch a powerful awareness campaign, urging a generation to educate themselves and build generational wealth. We broke through traditional advertising channels, leveraging our vast creative network to drive change.

The Outcome

We did more than make a campaign. We made history!

- We anchored our campaign around a new, exclusive track from Wyclef Jean that premiered on The Tonight Show With Jimmy Fallon in front of millions of viewers. "Paper Right” features a deep bench of collaborators like Flau’jae, Pusha T, Lola Brooke and Capella Grey, and was penned to inform, inspire and prompt conversations around retirement planning and building generational wealth.

- Popped up at Essence Fest 2023 to pull off TIAA's first activation: The “Legacy Makers Studio” with The Martin Agency and Jack Morton to bring the idea of “creating a legacy for yourself” to life by pairing a celebrity “legacy maker” with a different statistic about economic inequality.

Musician Wyclef Jean’s space was a production studio to tease a campaign song he’s releasing, while designer Fe Noel’s dress made of (faux) $100 bills highlighted the gender disparity in retirement. Attendees loved the mirrored studio where they danced with choreographer Sean Bankhead (on-screen) to encourage taking steps to make “retirement moves.”