I Love Money

Money isn’t the root of all evil — in the right hands it can be a powerful force for good.

The first major campaign under Australian Ethical’s new brand platform ‘The heart of investing’, unapologetically loves money, because of the positive things it can do when invested ethically.

You don’t have to choose between chasing a profit, or doing good — Australian Ethical offers both.

This perception of having to choose between money or doing good, was a major hurdle for people considering a switch to AE, so we tackled old stereotypes head-on with our proud, money-hungry characters. At first they may appear greedy and self-absorbed, but it turns out they’re the selfless environmental heroes we need. And Australian Ethical is the money chasing investor you want.

CREDITS

CLIENT: Australian Ethical
HEAD OF BRAND AND CONTENT: Alexander Pace
BRAND CAMPAIGN MANAGER: Josephine Hasrouny

AGENCY: Paper Moose
CREATIVE DIRECTOR / COPYWRITER: Kate Holdsworth
CREATIVE DIRECTOR: Jeremy Willmott
CREATIVE LEAD (COPY): Jermaine Rowe
CREATIVE LEAD (ART): Nathan Moore
HEAD OF STRATEGY: James Sykes
SENIOR PRODUCER: Lucy Whirledge
DESIGN DIRECTOR: Georgia Shillington
SENIOR ACCOUNT MANAGER: Jorge Lastra
DIRECTOR & PHOTOGRAPHER: Karima Asaad
DIRECTOR OF PHOTOGRAPHY: Aaron Mclisky
LINE PRODUCER: Henry Richardson
FIRST AD: Adam Smillie
PRODUCTION DESIGNER: Iwona Lau
EDITORS: Luey Conway, Oliver Trauth-Goik
COLOUR GRADE: Yanni Kronenberg
ONLINE/VFX: White Chocolate
SOUND DESIGN & MIX: Caleb Jacobs

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Gruen vs Joe