For over 40 years, Advisors Asset Management (AAM) has been a trusted resource for financial professionals, brokers, and dealers. AAM’s legacy of success is driven by the firm’s values: integrity, teamwork, differentiated expertise, service excellence, and client focus. Truly understanding their clients—their goals, values, and interests—is essential, and adds context to their creative risk in running a sports-based digital ad campaign.
AAM called upon Leibowitz to take a swing at creating a set of ads that make use of sport-related headlines and imagery in advertising three of their funds. Instead of the traditional financial media, these ads would be placed on sites associated with two major sporting events, the Masters Tournament and March Madness.
We devised a tone that was simultaneously appropriate for AAM’s brand, the topic of investing, and the particular sporting event. For example, Bahl&Gaynor’s ad tied in with the Masters tournament, and as such took on a more traditional, serious tone whereas ads for Shenkman Fund and PFLD matched the excitement—or rather, madness—for March Madness.
From a design perspective, we created a sweeping overlay shape to highlight the ad’s message—all in colors and typefaces from AAM’s brand guidelines—to feature overtop sport-related photography and videography.
The resulting ads allude to the sporting events without obscuring the importance of the funds being advertised—professional without sacrificing playfulness.
Nothing but net by honoring topic, brand, and audience
