ETF-Kampagne "Absolut Renten-Niveaulos"
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
We created an advertising campaign for Franklin Templeton’s ETFs that shows even the most inexperienced savings bank advisor how to invest properly. The result was an eye-catching campaign that engaged a young audience across multiple channels. We consistently designed our display ads, commercial and landing page to present Franklin Templeton to the target audience as a modern B2C brand in the ETF sector. To maximise entertainment value and brand recognition, we declared war on the dusty world of finance and infused our creative work with elements that were partly pop-cultural, partly political, but always provocative.
The Jury‘s Statement
In a setting where personal investment is often addressed in technical or didactic terms, Project Motion chose a clear counter model for Franklin Templeton. The campaign positions the brand digitally as an accessible, contemporary provider and uses a tone of voice that deliberately allows friction. Display ads, film and landing page follow one shared idea and keep the communication consistent across all touchpoints. The sharpening of language and imagery creates a profile that not only reaches a younger audience, but also places the brand clearly in their minds.
