I.D.E.A.S. launches new ‘Wake Up’ print and online campaign for Australian Ethical Investment
Sydney-based creative agency I.D.E.A.S. has launched a new campaign for Australian Ethical Investment – Australia’s leading ethical and sustainable investment company.
Using a new line of ‘Positive Wealth Creation’ the campaign marks a fresh creative direction for Australian Ethical as it looks to raise its profile amongst people who would prefer their money to be invested ethically.
The ‘Wake Up’ campaign is based on the insight that a lot of people don’t know where their superannuation is invested, and highlights some of the areas that many funds invest in such as the tobacco and arms industries.
The initial launch includes print and online with other media to be rolled out over the next few months. Launch executions include ‘Cigarettes’, ‘Guns’ and ‘Pollution’.
Says Paul Smith, General Manager, Strategy & Communication at Australian Ethical: “Australian Ethical has a very clear position in the superannuation and investment space and we wanted a creative campaign that communicated this to new and existing customers alike.”
Adds Max Landrak, Creative Director: “Ethical investing can be a difficult concept to get across. We found that it’s a lot easier to explain to people what Australian Ethical don’t invest in.”
CAMPAIGN: ‘Wake Up’
EXECUTIONS: ‘Cigarettes’, ‘Guns’, Pollution’
AGENCY: I.D.E.A.S.
FLASH: Jimmy Pownall
CREATIVE DIRECTOR: Max Landrak
CLIENT: Australian Ethical
CLIENT CONTACT: Paul Smith, General Manager, Strategy & Communication, Stephen Hyam, Marketing Manager