They grow up so fast. That's what parents always say, and that's what we used as the core idea for our series of spots.

To get parents to act, we show how the seeds of a child's educational journey are starting right now when they're young. The spots start at a child's first moment of inspiration and follow them through their studies in college. To capture nostalgia in the parents themselves, our technique of showing time lapse feels almost like a dream, with stages of life bleeding into each other.

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Bolstering the campaign is a website we created that breaks down 529 College Savings Plans' mission and educates parents about 529s in an approachable manner.