The many faces of Finance are often on the receiving end of any number of adjectives. ‘Stuffy’, ‘methodical’ – even ‘dull’ – but seldom ‘fun’ because they are, by and large, not. So creating an engaging global campaign for this world represented quite a challenge.
When Aberdeen Asset Management and Standard Life Investments joined forces, the financial industry questioned the merger. Investors, advisers and clients throughout EMEA, the US and Asia all sought reassurance that ‘ASI’ could now provide genuine benefits for all, whatever their needs.
The idea was to show that together their breadth and depth of expertise could uniquely combine to answer specific client needs – ultimately broadening and interconnecting the global expertise of two major players to deliver better outcomes tailored to the client.
Multiple investments solutions One sharp focus. You.
Expansive real-world scenarios were sketched out with a face appearing subtly from within many connecting strands in nature and the man-made world.
The campaign involved print ads, online digital ads (which involved subtle movements to fit within very small media sizes), plus video that appeared out of home from Strathclyde to Singapore.