Baby boomers have redefined retirement. When this campaign broke, most financial institutions were still talking about “golden years,” fishing and seeing the grandkids. The Hello Future campaign captured the optimism of retiring boomers and reflected their desire not just to do something different, but to become something new. In the first year alone, the campaign raised overall brand awareness by 10%, and a record 60% among the target audience: the super-affluent.

As boomers began to consider retirement, we reflected their desire to make a difference in the world.

Sequential full-page ads in the Wall Street Journal announced that retirement was changing for the better. And where to get help.

Think print’s dead? Not for the 55+. These ads reached those approaching retirement in national magazines like Travel, National Geographic, Time, Fortune and Money.

Advisors knew their clients were approaching retirement differently—and needed new products to help. Here, a few of the trade ads introducing just such products.

TV spots, media-rich banners and pre-roll films drove traffic to Hello Future Films, an interactive choose-your-own-retirement experience.

When Lincoln Financial acquired naming rights to Philadelphia’s gleaming new stadium, we were involved with all sorts of support pieces.

Finally, we put Lincoln Financial at the center of the cultural landscape for the super-affluent by working with ABC Sports to create a nationally aired, annual primetime golf special. Each year, the top four players were invited to compete in pairs for a pot of over $2.5 million. And, of course, the event was used to incentivize advisors who could bring their top clients.