• by Tanya Gazdik , January 3, 2018

Northwestern Mutual is launching a brand campaign that aims to reframe the idea of planning for financial futures, and helps customers feel empowered to make the most of enjoying life every single day.

From GSD&M, the effort is themed “Spend Your Life Living.” Unlike traditional financial planning advertising that focuses almost exclusively on saving for retirement, this campaign encourages people to not delay meaningful moments. 

The campaign includes four TV spots, print, digital and social. TV broke Dec. 29 on ESPN during the Cotton Bowl and appeared again on ABC Network during Dick Clark’s New Year’s Rockin’ Eve on Dec. 31. The campaign also included two onsite, large-scale activations at the Rose Bowl game on Jan. 1. 

The campaign is the first from Aditi Gokhale, who was named Northwestern Mutual’s first-ever CMO earlier this year.

“Our research uncovered the constant struggle Americans are experiencing between living for now and saving for later,” Gokhale says in a release. “People are in a balancing act of how they can enjoy today while preparing for tomorrow, and this results in massive anxiety. This campaign shows how Northwestern Mutual helps our clients plan for the important moments in their lives so they can make the most of every single day."  

Through focus group research, Northwestern Mutual found that the tension between living for now and saving for later was universal for people regardless of demographics. This same research concluded that people will seek (and act on) planning for the lifestyle they want to live, including vacations, career aspirations, and passions. People were most responsive when they felt empowered to make things happen now and not miss out on moments with family, or experiences like travel.