CFA Institute - Global Advertising Campaign
BRAND OF FINANCIAL GROWTH
– The task: Create a global branding campaign for one of the world’s most influential group of financial professionals and roll it out in the UK, USA, Canada, India and China using Broadcast, Digital & Social Media, Print and OOH executions. The campaign has to highlight the benefits of receiving a CFA Charter without disparaging anyone without one.
As part of the Mullen Lowe Profero team, our solution was an edgy additive visual split that showed the evolution of before and after earning a CFA Charter and how it makes you a more complete professional. CFA Charter holders are known within the industry as not only being smart individuals who have passed rigorous financial training but also as people who have embraced an ethical code that always puts a client first before their own interests. Through this journey of the CFA Charter they become better, more complete financial professionals who literally make a better world for their organizations, industry and clients.
This thought is crystalized in the punch line, “Just three letters can make a real difference” and the tagline, “A Difference That Matters”. This is the concept that the campaign articulates in dramatic and winning fashion. More than anything else, this is what shines through, a difference that matters.
- Project Roles
- Art Director
- MullenLowe Profero
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Brand Strategy, Broadcast, Interactive, National / International, Outdoor, Print
- Advertising, Branding
- Project Industries