Northwestern Mutual Launches “The Great Realization” Campaign Created by Agency MIRIMAR – Marketing Communication News

If not now, then when? That’s the sentiment behind Northwestern Mutual’s absolutely built-in, cross-platform promoting marketing campaign launching September eighth in the course of the 2022 NFL season kickoff recreation between the Buffalo Payments and the Los Angeles Rams. Impartial artistic firm and company of document MIRIMAR created a TV, digital, and social media marketing campaign that can air nationally all through 2023.

Northwestern Mutual’s proprietary analysis revealed that Individuals have an amazing want to pursue their desires now, fairly than await that elusive “sometime.” But, monetary insecurity is stopping them from going after what’s most vital. The “Nice Realization” is a cultural rallying cry for all Individuals who’ve been delaying their desires to place their priorities into sharp focus and act by making a monetary plan.

“As we checked out what’s been occurring round us by way of the pandemic, we acknowledged we’ve all endured a shared expertise. An expertise that’s pressured us to press pause on what we would like and want, bringing a few collective awakening that’s motivating folks to re-architect a greater life each for themselves and their family members,” mentioned Tim Gerend, govt vice chairman and chief distribution officer at Northwestern Mutual.

It’s this cultural shift that lays the inspiration for the “Nice Realization” marketing campaign. The absolutely built-in cross platform effort launches with a protracted type anthem, TV commercials, digital and social media. Every of the emotive tales within the marketing campaign options somebody who can unlock the life they wish to dwell with the assistance of a Northwestern Mutual advisor.

‘Ardour’ is the story of a younger chef that wishes to begin her personal restaurant, leaving the large metropolis to get again to her roots. ‘Distant Kin’ is the story of a younger household that makes use of a monetary plan to take an prolonged journey to Japan so their son can join together with his heritage. ‘Kayak’ is a few dad who spends an excessive amount of time working. He realizes that it’s extra vital to take the journey of a lifetime together with his daughter and makes use of a monetary plan to purchase the custom-made campervan they’d at all times dreamed of taking a visit in. 

MIRIMAR enlisted the assistance of Oscar-winning cinematographer Linus Sandgreen (La La Land, Don’t Look Up, James Bond No Time To Die) and extremely acclaimed MJZ director Niclas Larsson to assist deliver the concept to life. The physique of labor follows a much less conventional construction, immersing the viewer within the story and leaping again in time to see that the monetary plan crucially enabled all the pieces to occur.

“We’re proud to associate with Northwestern Mutual and make work collectively that faucets right into a cultural reality and other people in all places seizing the life experiences they’ve been held again from or delay,” mentioned John McKelvey, founder and chief artistic officer of MIRIMAR. “There’s an urgency to having fun with life all of us really feel now and ‘The Nice Realization’ motion embraces this.”

To additional assist Individuals make their realizations a actuality, the corporate is partnering with New York Occasions-best-selling creator and happiness knowledgeable Gretchen Rubin to assist customers perceive the connection between happiness, private priorities and the way they’ll obtain each by way of a complete monetary plan. Unique content material will likely be accessible by way of Rubin’s Happier app, on and her social media channels. Rubin and Northwestern Mutual will even co-host a sequence of Instagram Reside ‘Happier Hours’ to showcase how actual folks have pursued modifications of their lives which have led to better total happiness, all by way of energetic conversations and a sequence of particular company.

With greater than $560 billion in mixed firm and consumer belongings, $34 billion in revenues, and $2.1 trillion value of life insurance coverage safety in drive, Northwestern Mutual delivers monetary safety to just about 5 million folks with life, incapacity revenue and long-term care insurance coverage, annuities, and brokerage and advisory companies. Northwestern Mutual ranked 97 on the 2022 FORTUNE 500 and was acknowledged by FORTUNE® as one of many “World’s Most Admired” life insurance coverage corporations in 2022.

Northwestern Mutual
Tim Gerend Chief Distribution Officer
Paul Barthelemy  Sr Dir, Model and Promoting
James Murphy  VP Inventive
Erica Filanowicz VP Development Advertising and marketing
Peter Papazoglou Senior Director, Inventive Operations

John McKelvey Founder, Chief Inventive Officer
Luke McKelvey Founder, Managing Director
Nick Morrissey Govt Inventive Director
Meredith Chase Chief Technique Officer
Eron Broughton Inventive Director
Mike Egan Inventive Director
Josh Braithwaite Inventive Director
Winston Farley  Copywriter 
James Kunzler  Artwork Director 
Bella Davies  Jr. Artwork Director
Mandy Wakimoto Group Account Director
Jourdan Merkow Sr Account Director
Amy Berriochoa Senior Producer
Lindsey Reynolds Sr. Mission & Operations Supervisor
Cindy Lewellan  Enterprise Affairs Director 

Niclas Larsson Director
Linus Sandgren Cinematographer
David Zander President/Co-Founder
Eriks Krumins Govt Producer
Jacqueline Wilkinson  Producer

Editorial – Cabin Editorial
Carla Luffe Editor
Doug Scott Sr. Slicing Asst.
Katy Lester Producer
Britt Carson Sr. Producer
Adam Becht Govt Producer

VFX – Kevin
Tim Davies Govt Inventive Director / Associate
Sue Troyan Sr. Govt Producer / Associate
Jamie Schakel Senior VFX Producer
Pete Smith On Set VFX Supervisor
Steve Gibbons Compositing Lead
Rob Winfeld, Susanne Scharping 2D
Miguel Delcan Design

Colour – Firm 3
Sophie Borup Sr. Colorist
Julia Paskert Head of Manufacturing, Quick Kind
Alexandra Lubrano Producer, Quick Kind  

Music, Sound Design & Combine  Barking Owl
Kelly Bayett Inventive Director/ Co Founder
KC Dossett Sr. Producer
Barking Owl Composer
Mike Franklin Sound Design/ Combine
Beau Manning Assistant


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