Lincoln Financial set out to humanize the sale of annuities and life insurance, often seen as cold, transactional products, and transform them into essential tools for personal empowerment and future security.

The campaign introduced the empowering message: "You’re a Chief Life Officer," positioning customers as the decision-makers in charge of ensuring their own financial stability. The core message emphasized personal responsibility, framing the customer as responsible for managing and securing their financial future. 
 
The campaign’s multi-platform approach included warm, inviting visuals of family moments and life milestones, combined with approachable typography, helped create a sense of comfort and trust.