Americans are living on average longer than ever before. There are many reasons for this – from the obvious (diet & exercise) to the more obscure (chocolate & red wine).

We shared this range of these random thoughts on how to live longer from the well known to the little known. We surprised our core audience with the many things that they may already be doing everyday that are adding years to their lives. And we reached them when they may be engaging in these activities.Taking a simple graphic look of +number to bring this idea to life was the core visual element. Everything we did shared the same proprietary look & feel from TV to print to online. We even created a web site - retirestronger.com - where people can go to get more information.

We launched with a 4 month concentrated effort in consumer print. TV followed shortly after. Online was a constant throughout our campaign.

But we needed to stretch our idea to reach our secondary target: financial advisors. Using the same graphic look we designed for our “Live Longer, Retire Stronger” consumer effort, we created a full line of actual products that encouraged longer life. There was everything from dark chocolate to red wine to dental floss. Red wine for instance featured “+4” on the front, and on the back was the fact that a glass of red wine a day can add 4 years to your life.All delivered in a package for them to either use or display in their office as a reminder of our advertising message.