AIDAN ZECCHEL

iShares "Subway" - LET YOUR BEST INVESTOR OUT

Art Direction, DESIGN

CHALLENGE/BRIEF: We needed to get investors to see ETFs as an exciting alternative to stock-picking without bashing stocks. Clients bought into the strategic notion that with iShares, investors could unleash their full potential by avoiding some common and dangerous impulses that accompany stock-picking but not index-based (ETF) investing.

THE IDEA: Inside all of us are different investing alter-egos, all competing with each other to influence our financial decision-making. There’s the impatient me…the impulsive me…the over-confident me…and so on. But when we leave these dangerous impulses behind and focus on the long-term, we unleash our potential and let our best investor out. 

The devil is in the details and we packed this film full of easter eggs. We printed out ads from our campaign to hang inside the the subway car to help integrate brand colours into the story. The train map was designed to look like a stock graph, and LED lights on the roof of the car were programmed with stock tickers / percentages. Our hero had distinctive ears so we got prosthetics of them created for his "clones". And if you look closely, truly even made a cameo as an extra.

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