When the economy was collapsing, the big question for us was, "Can Eddie (our animated character) continue to represent us in such a serious time?" I mean, he was a damn cartoon, after all. But eventually, we found the answer was yes. With America Rebuilds, The Principal launched an approachable campaign designed to help investors put their financial worlds back together. And the animation actually worked in our favor by separating us from the hated Wall Street establishment.

We created a new look for the print, giving the illustrations a supporting role behind inspiring headlines. This let us feel like a leader, while maintaining our approachability.

Since The Principal can't legally give financial advice, we inspired investors with a series of films that took financial guru Jean Chatzky on the road to find Americans hit hard by the recession.

We then took America Rebuilds to Wall Street. And announced to the world that The Principal was at the forefront of getting the country back on track.

When the economy started to pick up again, we began phase two of our effort: Dream Again. It was time for Americans to start planning for their future again. But rather than thinking about it in esoteric financial planning terms, we gave people a way to dream the way they actually dream - in pictures. The Dreamcatcher was a website and mobile app that let people collect images of things they wanted in their dream future, so they could have better conversations with their financial advisors.