iSHARES "THE SUBWAY" - LET YOUR BEST INVESTOR OUT
CHALLENGE/BRIEF: We needed to get investors to see ETFs as an exciting alternative to stock-picking without bashing stocks. Clients bought into the strategic notion that with iShares, The pandemic fueled a surge of retail investors swept up in meme stocks and crypto. For iShares’ 2022 U.S. campaign, we set out to caution against impulsive behavior without alienating stock-pickers.
We dramatized the emotional side of investing — the impatient, impulsive, and over-confident alter-egos that live inside us all. By leaving those impulses behind and focusing on the long term, investors could unlock their full potential through iShares ETFs.
We had a lot of fun with details and easter eggs on this one, even though some of them were lost in the edit. We printed out ads from our campaign to hang inside the the subway car to help integrate brand colours into the story. The train map was designed to look like a stock graph, and LED lights on the roof of the car were programmed with stock tickers/percentages. Our hero talent had distinctive ears so we had prosthetics of them created for the other versions/archetypes of him, and even yours truly even made a cameo as an extra (bottom right).
