Directed by Dylan Duclos from Collider.
IG Markets, a global fintech company serving traders and investors for more than 50 years, is introducing a new platform that challenges outdated ideas about wealth and investing in a campaign via Princess.
In the hero film, directed by Dylan Duclos from Collider, the protagonist rejects the outdated rules of wealth-building in favour of a new way forward.
"For too long, too many Australians have felt shut out of building wealth on their own terms,” said IG Markets head of marketing, Geoff Howland.
“'This is New Money' is IG Markets' answer – a platform that backs everyday Australians to invest their way, with the tools and confidence to forge their own path.
“We fell in love with this idea the moment Princess pitched it to us, and working with them since has only deepened that conviction.
“They've brought an exceptional level of craft to this platform while never losing sight of the strategic idea underneath it. This isn't just a campaign line, it's the perfect encapsulation of what we believe in as a business and our vision for the future of building wealth.”
The campaign launches nationally across television, online video, social, audio, digital and out of home.
“Money has changed. The way people earn it, invest it and think about it has fundamentally shifted,” said Princess creative founder Sam Dickson.
“We wanted to create a platform that acknowledges this rather than just advertising another investing app. Kudos to the team at IG Markets for encouraging this new approach.
“Importantly, ‘This is New Money’ gives IG Markets a point of view as a brand that can live well beyond any one campaign.”
Credits
Client:
IG Australia
Head of Marketing: Geoff Howland
Senior Brand Marketing Manager: Raph Krell
Marketing Campaign Executive: Rose Butcher
Agency:
Princess A Creative Company
Founders: Beth O’Brien, Cameron Bell, Sam Dickson, Jonny Berger
Chief Strategy Officer: Lilian Sor
Executive Producer: Renata Barbosa
Client Lead: Cece Chieng
Design Director: Josh Hart
Head of Studio: Grant Graham
Media:
Wavemaker
Group Planning Director: Elizabeth O'Dowd
Client Director: Shannyn Hide
Production:
Production Company: Collider
Managing Partner & EP: Rachael Ford-Davies
EP: Tom Slater
Director: Dylan Duclos
Production Manager: Linda Sapier
DOP: Stefan Duscio
Production Designer: Jackson Dickie
Costume Designer: Emma Kalfus
Casting: McGregor Casting
Casting Director: Stevie Ray
Editor: Sam Wickham
VFX: FIN Design + Effects
VFX Supervisors: Mikey Brown + Rob Grbevski
Flame Artist: Jacob Street
Executive Producer: Emily Newbould
Colourist: Yanni Kronenberg
Sound Design & Original Composition: Sonar Music
Retouching: Limehouse
