Butterfield Wealth Management <br><small>A fresh interpretation of an established campaign proposition</small> background

Butterfield Wealth Management
A fresh interpretation of an established campaign proposition

Butterfield, Bermuda’s first and largest independent bank, had been running with a campaign proposition for the past decade and asked us to revitalise its interpretation.

 

The brief

The established campaign message was “Butterfield & You”, expressed with a concept of ‘natural pairings’. We were asked to evolve and reinterpret this concept through a number of ads aimed at Butterfield’s Wealth Management customers.

 

Our response

We presented a number of ideas on the theme of partnerships and eventually settled on a concept of Butterfield reflecting their clients’ needs. We chose three animals to symbolise the various virtues of working with Butterfield; an owl representing wisdom, a humming bird for agility and a butterfly for transformation. Each was made to appear being reflected in a body of water, in as natural a way as possible. We ensured that elements of this theme were present in the body copy, to ensure strong concept synergy.

 

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The result

The campaign was rolled out mainly in the press, with some digital banners in a local publication. Having achieved this new and distinctive look, we then extended the reflection concept to Butterfield’s more generic sponsorship ads, focusing on the arts.

 

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