Carmignac’s advertising had employed a variety of styles over the years – both in terms of its visual approach and tone of voice. Our brief was to bring out the brand’s true identity as bold and insightful risk managers, and in doing so, establish long-term consistency.
Risk is generally seen as something negative. Yet Carmignac is able to see it as an opportunity, as well as a threat. We therefore sought a memorable way of showing how the investment team harnesses this paradox – while truly capturing the brand’s idiosyncratic personality.
Sales (AUM) for the Carmignac Patrimoine Fund increased by 12% during the campaign’s run. To date, we have supported a further four of Carmignac’s funds, each with a ‘paradox’ advertising execution on and offline.