As interest rates began to rise, Franklin Templeton Canada saw an opportunity to challenge the assumption that passive fixed income investing was enough. The objective was to encourage investors to reconsider index-based approaches and position active fixed income management as a more effective response to changing market conditions.
Partnering with a writer, I helped develop multiple campaign concepts that translated a nuanced investment strategy into simple, compelling visual stories. Through collaborative concept development and iterative refinement, we explored a range of creative territories before refining the selected direction into a campaign that could work across multiple channels. The final concept used visual storytelling to communicate the benefits of active management in a way that was accessible and engaging for investors.
The selected concept was developed into a multi-channel campaign spanning digital, print, out-of-home, and interactive advertising. Executions included large-format airport displays and an interactive digital experience that visually demonstrated the campaign message, helping bring a complex investment concept to life across a variety of investor touchpoints.