Prudential: Brand – Andrew Dalsass

Leading the Brand work for Prudential meant partnering with outside agencies, like Droga5 and McCann NY. My team maintained visual, conceptual, and strategic brand continuity, created national broadcast spots, and developed a recruitment campaign for Prudential. I also owned brand partnerships, such as working with the USA Climbing Team. We collaborated with the global CMO of Prudential and created a separate brand initiative called, “This is My Climb,” featuring climbers from around the world.

USA Climbing /
Breaking Barriers

The partnership with the USA Climbing team was initially focused on the Tokyo Olympics, introducing our brand, “The Rock” to a new audience. My team and I expanded the reach and purpose of the climbing community, helping it overcome adversity and creating access to the sport. We came up with a campaign called “Breaking Barriers.” Initially focused on athletes and climbing gyms making a difference in LGBTQAI+ and Black communities, the campaign grew to feature employees who were 'breaking barriers' for their communities. The Manoj Govindan won "Best in Show" at the 2023 FCS Awards.

The new generation of Olympians are here, and we wanted to hype them up.

Whether in climbing or life, a really good plan can make all the difference.

In inner-city Memphis stands a beacon of hope. Memphis Roxx is the largest non-profit climbing gym in the world. It has become a haven for kids, keeping them off the street while teaching them skills for success in life.

Launched on “Coming Out Day,” Prudential employee Manoj Govindan shares how overcoming his conservative upbringing freed him to find his true self. This campaign won “Best in Show” at the FCS awards in 2023.

In this video, part of the series “Breaking Barriers,” transgender athlete Alex Showerman discusses the importance of inclusion in sports.

Since the Olympics were in Tokyo, most family members didn't go, but we captured their watch parties! See one at Nathaniel Coleman's parents' house.

2X sport climbing World Cup Gold Medalist Alex Johnson shares how coming out saved more than just herself.

On a mountain in Little Cottonwood Canyon, Alex Johnson leads a group from Salt Lake City Queer Climbers (SLAQC), discussing the importance of mentoring in the LGBTQIA+ community.

Social Media Posts

Print Ad

Broadcast
TV Spots

As an in-house agency, opportunities to work on broadcast TV don’t present themselves often. But our concept came out on top when we had a creative ”bake-off” vs Droga5. When the pandemic hit, we also created a campaign that celebrated the heroes on the front-line.

”New Heroes” was the launch spot for Pru that saluted our fearless workers.

Time Well Spent. This campaign was based on the idea that we all spend a good amount of time on our phones. Marybeth Monroe (Workaholics, The Good Place) plays to remind them to use their phone time, like with Prudential.*

Note*: Spots were being finalized when the pandemic hit, so they paused broadcasting.

In a romantic restaurant, Marybeth catches our couple more focused on their phones than each other.

Marybeth educates a cynical employee at an employee orientation that not all benefits are the same.

Brand
Graphics
Video

Working with McCann New York, we created new brand graphics for our ”Now What?” campaign over all our marketing channels.

Holiday Card
from Prudential

This stop-motion piece was a labor of love (low budget) that shows how we served our clients that year.

This is
My Climb

The global CMO brought this project to us with the vision of bringing climbers from around the world together. They just needed an idea. All nine climbers had a purpose and their own climb to overcome. ”THIS IS MY CLIMB” became the concept. Each CLIMB was unique. For Black climber Kai Lightner, his climb brought his sport to the Black community – EQUITY IS MY CLIMB.

THIS IS MY CLIMB: A series from Prudential to help inspire you to achieve your goals.

Custom t-shirts were made for clients and customers. I chose “Storytelling“ as MY Climb, which is on the t-shirt above.

Kai Lightner’s story was captured in Moab, Utah, where he climbed the Castleton Tower. His bigger climb is racial equity. Inspired by Black Lives Matter and a lifetime of experiences with discrimination, Kai hopes to one day be the standard rather than the exception.

This is the manifesto video of the nine climbers in 9 locations, with one inspirational mission.

Talent Acquisition
Campaign: 2019

See how good a Prudential career can be.

To attract Gen Z and Millennials, this Talent Acquisition campaign aimed to help Prudential gain a reputation as an innovative company–rather than a stodgy one–where you can come in and have an impact, creating greater good for clients and communities.

See how a career in impact investing helped create a farm in the middle of Newark that not only created jobs but also fed a city.

As an intern, Anthony Setola never imagined his voice would be heard. Little did he know that it would be Alexa's voice.

Various collateral pieces, ads, and event booth displays are used at career recruiting fairs.

Watch how a math after-school program helped solve a complex problem: “Why are talented people leaving El Paso?”

Talent Acquisition
Campaign: 2023

Our ________ investment is you.

In the second talent acquisition campaign, the strategic focus turns to how Prudential is only as good as the talent we have. This is some of the print, OOH, and digital concepts that we created to direct our external agency who was tapped to do the final product.

PGIM

Although PGIM was not a primary responsibility, I worked on several projects, pitched new campaign ideas, and did quite a few of their corporate videos.

For the first time in history, the old outnumber the young. This global trend will impact the global economy and investing. See how PGIM is poised to be ready for it.

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