Lincoln Financial Print Ad Campaign

Problem
Although Lincoln was approximately #250 based on assets in the Fortune 500, the company suffered low brand recognition amongst consumers. Most of the marketing efforts had been B2B and directed at Channel Partners (financial advisors). Opportunity was being lost as clients would ask their advisors for products from competitors (Prudential, MetLife, John Hancock, among others), who had better consumer brand recognition.

Objective
Create a print ad campaign to build brand awareness with consumers while reinforcing the existing visual brand identity in a fresh way. It was an opportunity for a little stretch in a new direction creatively, while keeping one foot firmly planted on the legacy branding.

Concept
Since the Lincoln Financial logo features a side profile of Abraham Lincoln against a red, square, backdrop, we used that as our visual framework, but with actors representative of our clients, in place of Lincoln.