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.


Sep 16, 2014
Brand :
Client :
Agency :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Executive Creative Director :
Kevin Brady
Creative Director :
Ray Del Savio
Creative Director :
Jerry Hoak
Copywriter :
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
Production Company :
Reset Content
Editorial and Post Production :
Final Cut - New York
Vice President, Client Services :
Alison Lazzaro
Vice President, Marketing and Advertising Strategy :
Niharika Shah
Vice President, Integrated Media Services :
Anna Papadopoulos
Director :
Andrew Douglas
Director, Photography :
Bobby Bukowski
Executive Producer :
Jeff McDougall
Producer :
Suzie Tedesco
Editor :
Patrick Colman
Producer :
Viet-An Nguyen
Colorist :
Alex Bickel

Need a credit fix? Contact the Creativity Editors

Project Type