On the heels of a recession, many were paralyzed with fear and indifference. So how do you convince people to take an active interest in their financial planning? This 360 campaign provoked people to think about their aspirations for the future and embrace the possibilities. Not only did this campaign win the account away from Modernista for Digitas, it improbably got produced and drove a record amount of sign-ups. The goal was to show how the company’s proven long-term investment approach could help people attain their dreams. This multi-channel platform engaged people and empowered them to shape a more secure financial future with the guidance of TIAA-CREF. Traditional, digital, social efforts, and a useful mobile app inspired people to take action. This campaign drove real results and record sign ups by making more people see how TIAA-CREF helps you: Become your future you.