Prudential Now What campaign. Designed by Mook Phoungbut

Prudential

The campaign applies behavioral economics to motivate people to rethink their finances in tough times.

Now What? Campaign harnesses hope to urge consumers to use and learn from their new life experiences. The industry relied on fear. Prudential wants to shift to the positive, because that’s the best time to plan for your future and your long-term financial security. The research confirms that a hopeful and optimistic message can persuade people to act and prepare for the future. It’s the right message at the right time. The campaign reaches the U.S. audience through media channels like broadcast and digital.

Visual System Elements

  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut

We draw inspiration from the Rock Symbol’s roundness for our visual system, which includes pattern, frames, infographic, charts, and icons. Our color principle combines the elegance and steadiness of Prudential blues with ample white space and lively, bright accents. This creates an overall tone that is approachable, optimistic, and modern.

Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut

Campaign line treatment

  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut

The Wallpaper is a striking visual element that serves as a backdrop for various images. It creates a sense of movement and excitement that reflects the spirit and message of the campaign. This effect is versatile and adaptable, as it can be applied in both vertical and horizontal orientations.

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Design system at work

Prudential Now What campaign. Designed by Mook Phoungbut
Prudential Now What campaign. Designed by Mook Phoungbut
Prudential Now What campaign. Designed by Mook Phoungbut
Prudential Now What campaign. Designed by Mook Phoungbut

Social media & Emoji

Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut

Emoji are more than just fun images in our texts. They are a key part of our communication. They help us convey our emotions and intentions more clearly. Emoji can also reduce confusion that might come from words only. To match the prudential brand, we have created a custom emoji set. We suggest using them carefully in the appropriate places or channels.

  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
  • Prudential ‘Now What?’ campaign. Designed by Mook Phoungbut
Prudential Now What campaign. Designed by Mook Phoungbut

TV Commercial | B2C

CREDITS:

Shayne Millington — Chief Creative Officer
Larry Platt — EVP Executive Creative Director
Danny Rodriguez — EVP Executive Creative Director
Brad Soulas — SVP Group Creative Director
Kristine Baker — SVP Group Creative Director
Mook Phoungbut — Design Director
Akshara Sanketh — Junior Designer
Nick Ciomperlik — Creative Director
Nickie Thongton — Creative Director