End: Prepare Financial Advisors for 403(b) Season
Means: Direct Mail
For: OppenheimerFunds Retirement Services

The Back Story: 403(b) retirement plans mostly serve educational institutions, so each year we turn 403(b) season into "Back-to-School" season. How could I prepare financial advisors to sell 403(b)s while making this season stand out?

The Success Story: Pencils! This iconic symbol of school and education was the perfect image to build this campaign around. Using the words "Sharp" and "Bright" elevated ideas of intelligence and opportunity (above), and playing with #2 pencils added some levity (below). These creative elements drew financial professionals in as I provided the nitty-gritty information to help them build their 403(b) business.

*final art pending