Client
Prudential Financial
Role
Art Director
Audience
Consumer
Date
2022
Prudential — March Madness Digital Billboard & Social Campaign, 2022
Every March, over 75 million brackets are filled out across the country — and with them comes a cultural moment too powerful to ignore. In 2022, Prudential seized it.
Running just ahead of the Sweet 16, this innovative digital billboard campaign — anchored on the NASDAQ screen in New York's Times Square and extended across social media — harnessed the energy of March Madness to position Prudential as the preeminent brand in helping solve the financial challenges of a changing world. The timing was everything: that year's tournament had already produced a Cinderella story dramatic enough to bust nearly every bracket in the country, making the message feel not just relevant, but inevitable.
The creative mandate was simple: be authentic, be real, and capture the electricity of the moment. The result was a campaign that met consumers where their attention already was — translating the thrill of the tournament into a conversation about retirement planning, brand relevance, and Prudential's evolution toward a more modern, youthful identity. Filmed for social amplification, the billboard drove awareness, built brand favorability, and directed both consumers and financial advisors to explore Prudential's suite of retirement products and strategies.
The numbers spoke for themselves. Airing in 30-second increments across two days, the billboard generated over 400,000 unique daily impressions — proof that the right message, in the right place, at the right cultural moment, commands attention.
CW, CD: Carl Sastram
AD, CD: Alex Odell, Ryan McNany
Video Editor: Alicia Milane
