Allan Gray 'potential achieved' brand campaign

Allan Gray wanted to launch a new brand campaign to build awareness of their very successful long-term investment approach with Australian investors.

Taking financial services into more emotive territory, the creative was based on the confident theme of “potential achieved”. It features striking black and white imagery and cinematic footage of an owl and a cheetah to demonstrate majesty, intelligence and agility, showing their progression from birth to reaching their peak performance. 

The campaign targets investors across Australia through online video content, press and out-of-home executions in key outdoor transit locations, airports and gyms.

TVC - 30 sec Cheetah

TVC - 30 sec Owl

OOH - consecutive metrolites

OOH - Digital animated billboard

OOH - Digital animated metrolites

OOH - Digital animated metrolites

Qantas - Mobile banners

Brand campaign collateral

The new brand campaign has been extended at both a brand and product level across a range of communications that add a wolf and bird of prey to the majestic mix of wild animals featured.

RESULT

MAX AWARDS:
// WINNER: DIGITAL CAMPAIGN OF THE YEAR 2019.
// FINALIST: BEST OUT OF HOME CAMPAIGN.