Problem

OppenheimerFunds is perceived as a risky Mutual Funds provider, when in reality it delivers long-term performing products and innovative solutions that go beyond the index.

Idea

Create a hard-hitting campaign showing that through unconventional thinking and long-term optimism, OppenheimerFunds finds opportunities others miss. We created the “Challenge the Index” campaign which disrupted the category with innovative, immersive and targeted messaging on TV, print, digital, social and OOH.

Role

Art direction, concept and design.

Recognition

Ad Campaign of the Year 2017, Mutual Fund Industry Award

Silver Midas 2017, Digital Campaign, Rich Media

Silver Midas Sponsorship, A Focus on Optimism – FORBES WOMEN’S SUMMIT AWARD

We created an out-of-home biometric installation that measures optimism. The Optimist Index shows investors how they truly feel, versus what they think they feel. It gave them physical evidence on how embracing optimism can help uncover investing opportunities. After the experience we followed up with an email containing the user’s biometric results, a custom piece of music reflecting the test and a video promoting OppenheimerFunds product in a category reflecting the user’s most optimistic results.