# Retirement Photo Billboards Prudential 'Day One' Project Collage is Displayed Over NYC Tunnel By Katherinev123 | Published 2012-01-06 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/day-one-project References: [psfk](http://www.psfk.com/2012/01/crowdsourced-retirement-photo-billboard.html) & [droga5](http://www.droga5.com/#/work) Insurance company Prudential recently launched a campaign, the 'Day One' project, asking American retirees to submit photos of themselves on their first day of retirement. Developed by agency Droga5, the Day One project is now turning into a [massive collage](https://www.trendhunter.com/trends/creatorcentric-billboard) that will appear over the Midtown Tunnel in New York City. The [billboard campaign](https://www.trendhunter.com/trends/outdoor-advertising-campaign) began earlier this week, featuring only one photo of a retiree. Since the Day One project is a time-lapse one, as time goes on, more and more pictures will be added to billboard. This will happen over the next weeks and ultimately, the billboard will become a complete collage of photos of retired consumers. This innovative and interactive campaign by Prudential provides a way for people to share their own experiences as well as drive other non-retired consumers to think about what they'd like their own retirement experience to be. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 17% | Activity: 38% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Boomers](https://www.trendhunter.com/boomers) ## Key Themes ### Key Themes Behind This Trend - **Retiree Photo Campaigns:** More companies will create social media campaigns that encourage retirees to share photos, providing opportunities for personalization and engagement. - **Interactive Billboards:** Other industries will incorporate interactive elements into traditional billboards, providing consumers with engaging and memorable experiences. - **Time-lapse Marketing:** Companies will create more time-lapse campaigns that provide an evolving and dynamic view of consumer experiences, driving engagement and long-term interest. ### Where This Applies - **Banking and Finance:** Financial institutions will create campaigns that focus on the personal and emotional aspects of retirement, encouraging users to share their stories and experiences. - **Outdoor Advertising:** Outdoor advertising companies will incorporate more interactive and dynamic elements into their traditional static billboards, providing memorable and engaging experiences for consumers. - **Social Media:** Social media platforms will become increasingly important for companies looking to create interactive and engaging campaigns that encourage user-generated content and build community. ## Related on Trend Hunter - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Enriching Senior Initiatives](https://www.trendhunter.com/trends/ogilvy-shanghai.md) - [Retirement Finance Apps](https://www.trendhunter.com/trends/pride-framework.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Early Retirement Communities](https://www.trendhunter.com/trends/the-cantinas.md) - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Origin Story Ads](https://www.trendhunter.com/trends/find-your-own-way.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Sun-Framing Billboards](https://www.trendhunter.com/trends/daily-dose-of-vitamin-d.md)