Agency Network: 
April 2018

Also From This Campaign 2


Lincoln Financial Group announced that it has launched the newest evolution of its “Responsibility of Love” advertising campaign, which creates a financial wake-up call by asking “Who are you responsible for?” The company worked with FCB New York– its agency-of-record – on this campaign.

This one simple, yet powerful question taps into the hearts and minds of consumers, inspiring them to consider if they have done everything possible to plan for and protect the financial futures of those they love the most. New creative includes two emotionally compelling television commercials, as well as robust digital extensions that bring the question of responsibility front and center. The work builds awareness of the Lincoln Financial brand and positions Lincoln Financial as your trusted partner to reach your financial goals.

Film advertisement created by FCB, United States for Lincoln Financial Group, within the category: Finance.

Advertising Agency: FCB, New York, USA
Chief Creative Officer: Ari Halper
Executive Creative Director: Stu Mair
Associate Creative Director - Art: Hernan Ibanez
Associate Creative Director - Copy: Tara Dobson
Art Director: Anais Benoudiz
Executive Producer: Stacy Flaum
Associate Producer: Sydney Richardson
Director, Account Management - EVP: Alec Cocchiaro
Account Supervisor: Sarah Tarner
Group Strategic Planning Director - SVP: Raig Adolfo
Strategic Planner: Elizabeth Crowe
Project Manager: Jesse Morris
Production Company: Bob Industries
Director: Kim Geldenhuys
Executive Producer / Manager Partner: John O’Grady
Producer: Marci Harriott
Editorial Company: Cosmo Street
Editor: Aaron Langley
Producer: Luiza Naritomi
End Treatment: The Mill
Record / Mix: Sonic Union
Conform / Finishing: Switch
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