I Love Money

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

Problem

Consumers knew Australian Ethical Investments were doing the right thing, but there was less knowledge of their financial successes. This perception of having to choose between money or doing good, was a major hurdle for people considering a switch.

Brief

A brand major campaign, under our new brand platform ‘the heart of investing’, that covered both financial and ethical considerations.

Solution

Our campaign unapologetically loved money, because of the positive things it can do when invested ethically. For a more left-leaning audience, loving money might feel crass, but when it’s used and made doing good, it’s time to double down.

Australians didn’t have to choose between chasing a profit, or doing good — Australian Ethical offered both.

We tackled old stereotypes head-on with our proud, money-hungry characters. At first they appeared greedy and self-absorbed, but it turns out they were the selfless environmental heroes we needed. And Australian Ethical is the money chasing investor you want.