Behind the Scenes of Prudential's World-Record-Breaking 30-Foot-Tall Domino Topple

Droga5 Helps Demonstrate How Putting Aside Even Small Amounts of Money for Retirement Can Set Off a Chain Reaction

Published on Sep 16, 2014

Editor's Pick

If people spent as much time planning for retirement as they did dreaming about it, Prudential wouldn't have had to enlist a psychology professor, a construction crew and passersby at a Charlotte, N.C., plaza for a social experiment involving a world-record-breaking 30-foot domino topple. Watch the resulting spot here.

How'd they pull it off? The short documentary video above offers a behind-the-scenes look at the suprisingly intricate process of building and setting up domino stones (from little to very big) for a rather nerve-racking chain reaction that could have easily gone wrong. Droga5 helped the insurance and financial services company pull off the stunt in order to demonstrate how a small action (like putting modest amounts of money toward retirement) can cause ... a domino effect.

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Sep 16, 2014
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Kevin Brady
Creative Director:
Ray Del Savio
Creative Director:
Jerry Hoak
Brian Eden
Senior Digital Designer:
Ben Grube
Chief Creative Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Executive Broadcast Producer:
Scott Chinn
Associate Broadcast Producer:
Abby Bralove
Brand Strategy:
Aaron Wiggan
Group Account Director:
Heidi Rick
VP of Client Services:
Alison Lazzaro
VP, Marketing & Advertising Strategy:
Niharika Shah
VP of Integrated Media Services:
Anna Papadopoulos
Production Company:
Reset Content
Andrew Douglas
Director of Photography:
Bobby Bukowski
Executive Producer:
Jeff McDougall
Suzie Tedesco
Editorial & Post Production:
Final Cut - New York
Patrick Colman
Viet-An Nguyen
Alex Bickel

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