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Prudential and agency Droga5 seek out real retirees for a realistic picture of the first day of the rest of their lives.

As Cannes judges shortlist their Lions, we talk with creatives about the key decisions that helped them transform their visions into award-worthy campaigns. Here, Droga5 copywriter Adam Noel and art director Jon Kubik discuss the Jay-Z Decoded campaign, which just took home the Outdoor Grand Prix at the Cannes Lions