Adding motion to the messaging behind CFA Institute’s current initiatives, Ogilvy teamed with us for its global campaign. To honor the simplicity of CFA’s branding, Paul Wearing’s gorgeous illustrations, and the scripts, our success with the project hinged on restraint.
To let the branding and messages sing, we made sure that the logo and artwork were the primary elements we used to tell the story for each of the spots.
Speaking to CFA’s membership of investment professionals, each story was shaped to emphasize a different important message. One spot encourages members to keep job creation at the forefront. Illustrating this, we show a matrix of gears, immobile until the CFA logo rolls in to set them in motion. In a spot emphasizing ethics, hands reach up to the highest standard, catching the CFA logo like a moon in the sky. And to illustrate how transparency and expertise build trusting relationships, our animations show hands building blocks that transform into the CFA logo.