Second-phase advertising campaign
Following the success of their ‘paper planes’ creative, Insight Investment, brought us a new advertising brief for a multi-asset, product campaign.
As before, the central proposition was one of Insight’s ability to turn a client’s simple goal into an individually-engineered solution, in spite of the complexity they have to overcome in order to achieve it.
For this, second, campaign things were simpler. The proposition was already established and along with the white/green visual style. The challenge here was to develop a concept suitable for multi-region use (Americas, EMEA and APAC).
In addition to regional sensitivity, our creative concept had to be suitable for a range of Insight’s audiences, as well as be capable of accommodating regionalised tag lines and an ad hoc variety of proof-points, each of which were to cross-sell Insight’s broader offer to different business areas.
While interrogating the brief we hit upon the idea that Insight, and in particular, their multi-asset offer, presents “a smoother” path to a client’s investment goals. A version of their proposition, that they turn complex situations into simple, single, client solutions was core to this.
This smooth journey, destination-focused idea was extrapolated into making an easily-understood physical challenge simpler and easier through technology, however fantastical. In this case, Insight’s ability to provide well-engineered solutions is tantamount climbing to a mountain’s summit with the aid of an escalator rather than rope and crampons.
In this case traversing a mountain range seemed more apt, the reality of the ups and downs of investment cannot be conveyed with a single peak. Our concept involved a much longer journey.
The proposition’s simplicity was emphasised by turning the mountain range into low-polygon structures and imposing a hi-tech yet smooth and simple-looking travelator on the environment. All represented with the paper-like textures.