Saving for college feels much different in the middle of an economic downturn. In their newest campaign for the Rhode Island Treasurer's Office, NAIL Communications puts 529 college savings plans into a perspective that fits the world that we are living in today.

“Putting aside money is painful in the best of times, let alone the uncertain world that we find ourselves in today,” says creative partner Alec Beckett. “We needed to change the conversation.”

“We wanted to reframe contributing to your kid’s 529 from ’saving’—which sounds like a difficult sacrifice—to ‘giving’. The Treasurer’s Office was looking for more people to sign up for 529 plans. But with people struggling and payback so far down the road, we needed to make 529 plans feel like they could help folks RIGHT NOW,” continued Beckett. “Parents and grown-ups everywhere know the stress of buying children’s gifts. Kids are fickle and what they're into today they'll outgrow tomorrow. So, what if we could solve two problems at once?"

In their “Give Smart” campaign, NAIL uses CTV, Facebook, Instagram, YouTube, digital display, and search to ask adults to contribute to a child’s 529 savings account. The campaign parodies the ridiculous nature of trying to please picky, unpredictable kids. Media runs through January, 2021.

Beckett says, “A gift toward future education early, when those monetary contributions have the biggest impact, can mean so much more than another “here-today-gone-tomorrow” toy that may not last the week, let alone a lifetime. And sure, kids might hate us now. But they’ll thank us later.”

Examples of the work:

CTV Spot 1, “Teddy Bear"

CTV Spot 2, “Ant Boy"

Social Spot 1, “#BabiesAgainstBabyShowers”

Social Spot 2, “#BabiesAgainstBabyShowers”

Creative Credits

Director: Michael Mitchell, Reflection Pictures

Editor: Jack McKenna, NAIL Communications

Executive Producer: Jaki Selwyn, NAIL Communications

Agency Producer: Kati Mennett, NAIL Communications

Production Producer: Megan Pfaffenroth

Audio Mixing: Tom Love

Post Production & Editorial Assistance: BYB
CD: Alec Beckett, NAIL Communications

CW: Alec Beckett, NAIL Communications

AD: Myles Dumas, NAIL Communications

Media: Decibel Media

Headquartered in Providence, R.I., NAIL, www.nail.cc, is a creative consultancy specializing in advertising, design and branding communications for a roster of clients including Hyperlite, Lifespan, CollegeBound Saver, Navigant, and HopeHealth.

This campaign is under CollegeBound Saver, a 529 Savings Program sponsored by the Office of the Rhode Island General Treasurer.