Retirement Plan Campaign

Key Objectives

Develop a refined and refreshed brochure to gen­er­ate inter­est and aware­ness about the valu­able ben­e­fits in the Sanofi US Group Sav­ings Plan. The Sanofi Plan would help edu­cate par­tic­i­pants that retire­ment is a life event and that the Plan’s com­po­nents could help employ­ees pre­pare for retire­ment readi­ness and finan­cial wellness.

Desired Response

What an inspir­ing and inno­v­a­tive brochure. The Plan pro­vides a gen­er­ous match to help me pre­pare suf­fi­ciently for retire­ment. The infor­ma­tion is easy to under­stand and has truly moti­vated me to learn about the Plan and to con­tinue to save for my future.”


  • Mar­ket­ing piece should be aspi­ra­tional and inno­v­a­tive — high­light­ing the impor­tance of sav­ing for retirement.
  • The gen­er­ous match would raise aware­ness among Sanofi employ­ees to cause them to think about increas­ing their sav­ings for retirement.
  • All included infor­ma­tion should sup­port the goal of dri­ving bet­ter retire­ment outcomes.

Concept 1: Save Smarter


This is an aspi­ra­tional and active refresh of the cur­rent Sanofi Group Sav­ings Plan con­tent, tak­ing you a step beyond the cur­rent look and feel. The copy works harder to con­vey the out­stand­ing ben­e­fits offered by the Plan. The over­all con­tent can be con­densed from the exist­ing ver­sion, with par­tic­i­pants directed online for full details.


  • Graph­ics and type treat­ments will help com­mu­ni­cate key fea­tures and ben­e­fits quickly and clearly.
  • This option uses pho­tog­ra­phy to help place the Plan in the con­text of active, every­day life.

Concept 2: The Whiteboard Concept


  • Directs and frames the retire­ment plan as an inno­v­a­tively designed solu­tion for retire­ment savings.
  • Clearly define attrac­tive fea­tures and ben­e­fits of the Plan.


A white­board illus­tra­tive design approach reflects the ideation, inno­v­a­tive, and sci­en­tific think­ing that is part of Sanofi’s cul­ture and field.

The “hero” of this option is the white­board, where ideas are explored and solu­tions determined.

The Winner

The client had a really dif­fi­cult time choos­ing which cam­paign to go with. So they chose both! They decided to go with Con­cept 1 as the main cam­paign and to pull in pieces of Con­cept 2 for other things here and there.