JOHN MACALUSO
Narrative Writer
Creative Strategist
Bestest Friend
WHAT IF GETTING OLDER WAS ACTUALLY
SUPER SICK?
THE PROBLEM:
People cling to youth desperately like it's the only way to be happy. And they fear getting older and losing mobility and autonomy. This makes it VERY hard for financial institutions like Voya to sell (or even get people to consider) Retirement savings plans.
THE INSIGHT:
If you do it right, getting older can actually rule. Like, a lot. And it isn't that scary.
THE IDEA:
Create two content-driven campaigns that work together to demystify retirement savings, and remove the stigma surrounding getting older. Instead, inspiring people young and old to get excited about all the exciting things they're gonna do with the future.
CAMPAIGN 1: ORANGE-AID
THE IDEA:
We focused on the insight that most people think retirement is "too complicated to learn," and decided to prove everyone wrong.
We pulled this feat off by hiring a 10 year old girl, teaching her all about retirement, and then unleashing her on an unsuspecting park to share what she had learned with adults in hopes we could shame them into giving a shit.
With Orange-Aid, we really wanted to start by taking the sweat-inducing fear out of financial terms and help normalize retirement for everyone. Because the saying is true: It’s never too early to start planning for retirement. In fact, it can only ever be too late.
THE TEAM:
Creative Director: Rich Cutter
Writer/Director: John Macaluso
Art Director: Linda Fung
CAMPAIGN 2: RETIREMENT CHAMPIONS
THE IDEA:
Our next step was to show just how awesome life after a career can be. We shot five in-house produced mini-docs, each focusing on an individual killing it post-retirement. We called the project Retirement Champions casting and celebrating people who embody the whole “age is just a number” thing.
These videos were full of heart and felt approachable, rounding out our campaign and making our clients very, very happy.
THE TEAM:
Creative Directors: Stephen Childress & Rick Bryson
Written and Directed by: John Macaluso
Producer: Meagen Nugent
Director of Photography: Mike Torres
Camera: Orlando Asson