Synopsis:

When Lincoln Financial sought to craft an anthem and four distinct commercials, they found their vision in Vancouver with director Eric Crosland and his talented team. Foregoing the gloss of typical advertising, the ethos for this project was clear: "This is not a Hallmark card; this is real life."

The Craft of Authenticity:

The key to the campaign's longevity—running for three years as Lincoln Financial's primary ad campaign—lies in its unfiltered honesty. Using a blend of real people and actors, the team captured moments of genuine humanity, unconstrained by the artificial sheen that often coats the advertising world.

A Focus on Humanity:

Rather than sprawling multiple units across the project, the team ran a single unit, slowing down to concentrate on the performances and the human elements of the story. The nuanced approach emphasized the very real emotions and experiences that Lincoln Financial aims to serve through its services.

An Unplanned Highlight:

In a move of audacious spontaneity, when the agency found themselves unsatisfied with the casting choices for a crucial 60+ character, Eric turned to personal connections. Facetiming his father-in-law during a ferry queue, he orchestrated an on-the-spot audition with the agency watching. The result was an unexpected but outstanding performance that added another layer of authenticity to the campaign.

Lasting Echoes:

This campaign wasn't merely about promoting a financial service; it was a celebration of the multi-faceted, often complicated, but endlessly beautiful realm of human experience. It reminded us that real life isn't a polished Hollywood script; it's raw, it's challenging, and it's infinitely more interesting.

Through measured eloquence and a keen eye for aesthetic integrity, this campaign has not only met its commercial objectives but also emerged as a compelling narrative of what financial services, at their most noble, can aspire to be—facilitators for authentic human stories.