'THE POTENTIAL FOR BETTER' Brand Campaign
When Allan Gray briefed us to help them launch a new fund, we saw this as a bigger creative opportunity. Previously, we had adapted overseas creative for the local market – a combination of fairy tales and children, which lacked cohesion and longevity. The fund launch became the springboard for a rebrand that brought to life the success of Allan Gray’s long-term investment approach. The new direction of “the potential for better” was articulated through graphic black and white imagery of animals to show their strength and majesty, and has been rolled out at both a brand and product level.