FCB Breaks First Work for Lincoln Financial

Lincoln Financial tasked FCB New York with creating an authentic and empowering integrated campaign to breakthrough a cluttered category. We arrived at the simple human truth that we do a lot for people we like. But we do extraordinary things for the people we love. We take responsibility. Planning for and taking charge of the future is the ultimate expression of love.

Across television, print, digital and social media, we shot real people and their loved ones to capture the authenticity of their relationships. Something we’d never get from just actors or models.

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