Principal | TV
"By Your Side"
Strategy: In early March of 2020, the COVID pandemic caused businesses to shut their doors and the markets became unpredictable; consumers and business owners alike were consumed with anxiety over the state of their money. Principal sought to reassure their consumers that no matter what the future held, they'd be the company to help them through it. If a company would weather 140 years, they could handle anything.
Execution: Through a quick-turn TV spot, we eased worries of what was to come by insuring that we'd be by their side no matter what.
"By Your Side"
Strategy: In early March of 2020, the COVID pandemic caused businesses to shut their doors and the markets became unpredictable; consumers and business owners alike were consumed with anxiety over the state of their money. Principal sought to reassure their consumers that no matter what the future held, they'd be the company to help them through it. If a company would weather 140 years, they could handle anything.
Execution: Through a quick-turn TV spot, we eased worries of what was to come by insuring that we'd be by their side no matter what.
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Principal | Local OOH
Strategy: In 2019, the traditional financial firm, Principal, experienced extreme overnight growth upon the acquisition of Wells Fargo. Quadrupling our assets under management meant we had to gain trust from our new clientele. We decided to storm their grounds and level with the locals (in a language they knew very well). The creative brief took our teams on a tour through New York and Charlotte to discover the parallels between our audience and our service.
Execution: We leaned into high traffic areas to communicate with advisors & plan sponsors on their commute. Nuanced language debuted in these digital out of home boards that truly captured the values of each location.
Strategy: In 2019, the traditional financial firm, Principal, experienced extreme overnight growth upon the acquisition of Wells Fargo. Quadrupling our assets under management meant we had to gain trust from our new clientele. We decided to storm their grounds and level with the locals (in a language they knew very well). The creative brief took our teams on a tour through New York and Charlotte to discover the parallels between our audience and our service.
Execution: We leaned into high traffic areas to communicate with advisors & plan sponsors on their commute. Nuanced language debuted in these digital out of home boards that truly captured the values of each location.
New York
Copy leaned into the cynical, city tone of New Yorkers hinting at our reliability by comparing them to things they often can't rely on.
Copy leaned into the cynical, city tone of New Yorkers hinting at our reliability by comparing them to things they often can't rely on.
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Charlotte, North Carolina
A historic town that prides itself in loyalty - to their sports, their schools, and their family. Copy touted the service of a grounded, Midwest company with the savviness of a big city business.
A historic town that prides itself in loyalty - to their sports, their schools, and their family. Copy touted the service of a grounded, Midwest company with the savviness of a big city business.
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