Project Details
In launching the Environmental Power & Water Fund, Premier wanted to avoid potential confusion with ‘green’ or ‘ethical’ funds. The world is facing the challenge of the century – its water and energy resources are becoming scarce – and the fund invests in companies that are rising to this challenge.
We developed the internal proposition, “It’s an ‘investment’ story, not a ‘green’ story” – and introduced a powerful creative solution that communicated this proposition.
This led to a campaign that focussed on this straightforward, but compelling investment story: a once-in-a-generation opportunity.
The headline ‘A Time Whose Fund Has Come’ is visualised on ‘public information’ style hoardings and posters in real-world context, increasing the weight and presence of the campaign.
The campaign runs across the investment media – online and press.
