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BNY Mellon is a powerful company that touches 20% of the world's financial assets every day. Unfortunately, they're thought of as the "plumbers" of the financial world, known for holding and moving money.
We needed to rebrand the company and emphasize another, more exciting side of its business investment. And we wanted to bring some humanity and wit to the category.
Our solution: Invested In the World. The campaign shows how this enormous company actually touches the lives of people around the world in dramatic ways.
3 brand video, for online and TV.
We simultaneously shot print, assets for digital and a "making of" video.
Shot on locations in New Zealand, Thailand, and the US.