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The 401(k) Company

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The 401(k) Company

Mariner Advertising Campaign

The 401(k) Company, which specializes in defined contribution plan management, needed a fresh approach to presenting their capabilities while maintaining a stable, trustworthy image. The work ethic and discipline of the independent mariner created an unexpected metaphor for 401(k)'s overarching message of self-sufficiency, self-reliance and control. In the context of trade magazines, that are primarily populated with stock photography, these commissioned paintings did a great job of helping to position the company as unique as well as a high-quality organization.