News

Australian Ethical: we don’t invest in guns, tobacco or pollution

Sydney Communications agency I.D.E.A.S is behind a campaign for Australian Ethical Investment that introduces the new slogan ‘Positive wealth creation’.

The campaign – titled ‘wake up’ – is based on the insight that many people do not know what their superannuation is invested in.

Max Landrak, creative director at IDEAS, said: “Ethical investing can be a difficult concept to get across. We found that it’s a lot easier to explain to people what Australian Ethical don’t invest in.” 

The campaign will run in print and online. 

Paul Smith, GM of strategy and communication at Australian Ethical said: “Australian Ethical has a very clear position in the superannuation and investment space and we wanted a creative campaign that communicated this to new and existing customers alike”.   

Credits:

  • Campaign: ‘Wake Up’ 
  • Executions: ‘Cigarettes’, ‘Guns’, Pollution’ 
  • Client: Australian Ethical 
  • Client contacts: Paul Smith, General Manager, Strategy & Communication, Stephen Hyam, Marketing Manager 
  • Agency: I.D.E.A.S. 
  • Flash: Jimmy Pownall 
  • Creative director: Max Landrak
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