L&G Asset Management – ETF Campaign
Smarter solutions for a changing world
The Problem
L&G Asset Management needed a pan-European campaign to promote its ETF range across the UK and Europe. The creative had to communicate confidence in a changing financial landscape while remaining flexible across multiple channels.
Creative Thinking
Inspired by the tagline "Smarter solutions for a changing world," I created a visual featuring an inverted city skyline and a glass sphere that restores the reflection to the correct orientation. The concept symbolises finding clarity and perspective in an uncertain world.
Execution
I rolled the campaign out across a range of out-of-home, digital and animated assets, creating a consistent visual system that adapted seamlessly across multiple European markets.
L&G Asset Management – Asia OOH Campaign
Smarter solutions for a changing world
The Problem
L&G Asset Management wanted to celebrate its 190-year heritage with a campaign across Asia that reinforced the brand's long-standing expertise and commitment to helping clients invest with confidence.
Creative Thinking
The campaign focused on L&G's legacy, using bold branding and premium visuals to communicate trust, stability and longevity. The creative was designed to maximise visibility within busy urban environments while creating a memorable brand presence.
Execution
I adapted the campaign across a range of large-format out-of-home placements, including a fully branded station escalator, station walls, a large LED display, a tram and a bus stop. Each execution was carefully designed to deliver a consistent and impactful brand experience across multiple touchpoints.
