After launching the 'Bring Your Challenges' platform for Prudential - the company's first unified brand effort in 135 years - we tackled one of the biggest financial challenges facing America: retirement. More than 10,000 Americans retire each day, and the institution is undergoing unprecedented changes.

While the rest of the retirement category has promised shallow hopes of vineyards and yachts, we seized reality and captured what it felt like to wake up on a person's first day of retirement in 2011. We collected and documented personal experiences from across the country and launched 'Day One Stories', an integrated campaign encouraging people to start the conversation around retirement and to pro-actively plan for their own.

Day One has redefined Prudential’s role in the category and has begun to change the national conversation about retirement.More than 250 retirees participated in the campaign, and more than 6,800 photos were submitted.More than eight million people have viewed the three-minute documentaries, and more than one million unique visitors have used the Day One site. In less than a year, Prudential has become exponentially more recognizable and connected to those who need its services most.And hopefully, the millions of people who have been touched by Day One have begun to think more about planning for their own.

In 2011, the biggest generation in U.S. history began to retire during the worst recession in a century. So instead of the false promises and intimidation that define the retirement category, we concentrated on one moment that everyone shares: Day One.We asked thousands of people to document their first day of retirement. We received over 5,000 Day One photographs, and they became the faces of a nationwide television and OOH campaign.Next we sent camera crews across America, and created a documentary series about people on their Day One. We put their stories online at www.dayonestories.com and invited others to join the conversation.We even took over NYC’s most prominent billboards and turned them into radio stations that broadcasted stories of New York’s newest retirees.Since it launched, Day One has reached tens of millions of people and touched nearly every medium.