.org

I don't normally post on the work we do at Modernista!, but I thought I'd make an exception for the campaign we've just launched for TIAA-CREF, a financial services company with a very unique heritage, philosophy and principles serving a unique bunch of people - those in the educational, medical, cultural and research worlds (aka non-profits).  The campaign is based on a simple, but I think powerful, truth - TIAA-CREF are the only full service financial services .org and do things the .org way.  It's a truth that felt to us very culturally relevant and puts them in clear relief to the category. 
It's an idea that was born out of collaboration and partnership with a great client, and from a lot of collaboration between disciplines in the agency.  But the big credit has to go to Joe Fallon and Tim Vaccarino the CDs, and Dafna Garber and Luke Perkins the creative team.

The website is here, and Stuart Elliot talks about the campaign in today's New York Times here.

Here's one of the TV spots:

And here's one of the print ads:

On a personal note, it was also hugely fantastic to work with one of my favorite musicians Bob Mould who re-recorded 'See A Little Light' from the Workbook album for the ad.

Comments

[Jason]

Nice work. Great insight. Well done, sir.

[Adrian Lai]

Go Dafna!