Cannes Lions
DROGA5, New York / PRUDENTIAL / 2019
Overview
Entries
Credits
Background
By 2030, approximately half of America will be self-employed. But Stonington, Maine, has already reached that milestone. Due to the town’s concentration of lobster fishers, Stonington has the highest self-employment rate in the country, just shy of 50%.
The Olsens represent three generations of self-reliant lobster fishermen who work in a hard, dangerous, and unpredictable line of work—without the benefits and safety nets traditionally afforded by full-time employment (including insurance and retirement plans).
In telling their story, we hope to explore the anxieties, fears, and successes of such a job which, while seemingly niche, represents the financial uncertainty half the country will face by 2030. In doing so, we hope to bring to light that while financial security is falling increasingly more on the individual, it's not something that has to be taken lying down.
Execution
Last year, Prudential conducted an in-depth study that resulted in a stark finding– over one-half of America is struggling financially. So we set out across the country—town by town, person by person—to put a spotlight on the financial challenges facing Americans from all walks of life.
“Stonington” centers around Norman, Blane, Ginny and Devon Olsen–three generations of lobster fishers all within one family. This documentary uncovers a trade that’s vexed by constant ups and downs, the ever-present dangers of the sea, and constant financial pressure. And through the eyes of the Olsen family, we explore the ties that bind family, profession and the town of Stonington, Maine, together.
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