Lincoln Financial Group

It Pays to Talk

Agency: FCB


“The (Un)Spoken Plan” features a social experiment called “Restaurant Talks,” in which Lincoln Financial and FCB took over a restaurant, added hidden cameras and changed the menu to get real, unsuspecting families talking about finances – often for the first time. “Restaurant Talks” was created in response to a new proprietary survey – the 2019 Lincoln Financial Conversation Survey – that revealed, among other startling statistics, that while 93% of Americans believe it is important to plan for their family + their own financial futures, 47% of them (nearly half of the entire country) struggles to have conversations with loved ones about long-term financial planning.
The campaign’s goal is to lower this number by encouraging people to talk to their loved ones about finances with the help of Lincoln Financial tools and resources this holiday season.

This professional campaign titled 'It Pays to Talk' was published in United States in November, 2019. It was created for the brand: Lincoln Financial Group, by ad agency: FCB. This Experiential medium campaign is related to the Finance industry and contains 1 media asset. It was submitted over 4 years ago.


Advertising Agency: FCB New York, USA
Director: Andrew Lane / Washington Square Films


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