Challenger

The good news is we’re living longer. The not so good news? This means we’ll have to support ourselves for longer, which won’t be easy if we hope to maintain the lifestyle we enjoyed pre-retirement. Hence the concept of “lifestyle expectancy”, literally putting an expiry date on our lifestyle. The campaign encompassed TV, cinema, print, digital banners and an online ‘Lifestyle Expectancy Calculator’ - combining a complex algorithmic backend with a beautifully simple interface - and was awarded a Bronze Effie for Financial Services.

Role: Account Director, J. Walter Thompson

Creative Directors: Laurie Geddes and John Lam