IMPAX Asset Management
Display and social advertising
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Impax is a specialist in investing in the opportunities arising from the transition to a more sustainable economy. With a growing number of asset managers claiming responsible investment capabilities, regardless of how credible, and the performance of the sustainable economy coming under pressure, Impax Asset Management wanted to promote their brand through a focus on their thinking and insights, which they’ve spent decades developing.
I developed a digital campaign that revolved around page takeovers, with a focus on Trustnet (a specialist website) where advisers can get detailed fund information. A combination of brand ads, using impactful natural imagery, and smart technology that pulled in Impax’s LinkedIn news and views content in real-time. The results showed 6 times the average clickthrough rates and significantly above-average view times.
As a follow-up to this display ad campaign, and to promote their new Environmental Impact Report, we were tasked with creating something ‘different’ to promote it on LinkedIn. Our goal was to create something that would make people stop and pay attention. One that starts as a seemingly ordinary clip of a dolphin swimming, only to surprise viewers when the dolphin notices them and swims right out of the frame.
To achieve this, I explored different approaches. Initially, I explored a CG animated dolphin, but it lacked the realism and emotional connection we wanted. Instead, I scoured stock footage to find the perfect natural shot. From there, the challenge was making the dolphin appear to break through the screen. Adjusting lighting, film grain, and adding subtle shadows helped reinforce the illusion that it was swimming toward the viewer.
The social and display ads created for this campaign: