Everyone has that moment in life when they need to make an adult decision – like planning a wedding, asking for a raise, buying a house or thinking long-term about retirement. Well don’t panic, Society of Grownups can help. That’s the message behind a funny new online campaign created by Boston-based ad agency, The Fantastical, for the learning initiative designed to help people navigate the money-related adult challenges in life no one likes to talk about -- the hard parts of adulthood that everyone assumes everyone else has figured out. The 5-spot campaign leverages both paid and unpaid digital and social media.
Philosophy
“Society of Grownups is reaching out to Millennials, so we needed to craft messaging that wasn’t only relevant and sharable, but moved at the speed of their social feed,” Steve Mietelski, Fantastical’s Managing Partner/Chief Creative Officer, says. “This isn’t really a traditional campaign. We wanted each “panic moment” to look and feel different because, in reality, you would freak out in a completely different way trying to negotiate a raise than you would buying a house.”
Problem
The five spots focus on specific moments when financial issues suddenly become real. From a bride-to-be with a shocking reaction to the cost of a wedding dress; to the terrifying lengths that a husband would go to, to avoid discussing finances with his wife. Also worth noting is “Double Garage,” which in a very ‘meta’ way, references the YouTube viral classic “Double Rainbow” that has over 43 million views to date.
Result
“The Fantastical put a lot of effort up front in understanding our brand, our message and our objective. This helped avoid the all-too-often process of missing the mark, revising, and resubmitting. Instead, our conversations focused on creating the best possible spots to reach a broad spectrum of Grownups,” Rhett Brackeen, Society of Grownups Marketing Director says.