We turned the hardest conversation at the table into the most important one.

Most financial services ads talk at people. We wanted to spark a conversation between them.
Because while 92% of Americans say planning for the future is important, nearly half avoid talking about it altogether.

So instead of another fear-based push to call your advisor, Lincoln Financial did something no other brand in the category would dare:
We invited families to talk about death and money over dinner.

At a surprise pop-up restaurant in New York, real families arrived expecting a meal—then got served tough financial questions instead of appetizers. The only way to pay? Talk it out.
Hidden cameras captured the emotion. The hesitations. The breakthroughs.

Then we took that real, raw content and built a full digital-first campaign around it—disarming social videos, cliffhanger teasers, and long-form storytelling designed to play natively where people actually watch. The message stayed human. The tone stayed honest. And the work resonated.

Results that say more than a conversation ever could:

• +22% brand awareness — the highest in Lincoln’s history

• +16% increase in consumer intent to talk to an advisor about Lincoln

• +21% lift in advisor interest in recommending Lincoln

• Over 100M earned media impressions

We didn’t just change the conversation. We started it.