Money has always been considered the root of all evil, but it can be a force for good when invested ethically. Our platform, Invest with heart, has a double meaning, talking to the goodness of our customers, but also their strength of character and conviction.
We wanted to make sure this campaign - and its message - stood out. To do that, we introduced the world to four larger than life characters, each with an unapologetic love for money, but for surprisingly ethical reasons. This made for a distinctive, fun TV ad, and some striking out of home executions.
