The campaign consists of TV, print, outdoor and digital elements as well as a new website. It is designed to show how Colonial First State provides investors with an expert helping hand to create and manage their wealth.
Furthermore, the campaign directs people to connect with the wealth generation at Colonial First State where they would find informed opinions, insights from experts and insightful answers to help guide them.
Emily Bates, head of brand at Colonial First State, said, "We wanted to talk to mums and dads that have a lot of life experience but may not feel confident when it comes to investing their money. Many of these people need a helping hand and expert guidance to protect and grow their money to reach their financial goals."
"This is a generation that refuses to grow old, and they don't want their money to go quietly into retirement. The wealth generation is a community of like-minded people who are looking to take charge of their financial future - to create wealth, to retain wealth and reach their financial goals," explained Andy DiLallo, executive creative director at Leo Burnett.
Credits:
Director Ben Briand
Production company Cherub Pictures
Photographer Julian Watts
Executive creative director Andy DiLallo
Creative director Tim Green
Art director Jim Walsh
Copy writer Brad Grey
Group account director Fleur Kennedy
Account director Judy Kiernan
TV producer Margot Fitzpatrick
Planner Scott Davis
Media IKON Communications
