At a closer look, the banner is in fact an advert for Sanlam Investment Management. The headline that follows the ‘To Let' sign reads: “It's hard not to worry”. In the face of turbulent times. Sanlam Investment Management is standing strong and certain with a bold message to investors and the public. The campaign was conceptualised by The Jupiter Drawing Room Cape Town, who recently won three Eagle Awards for work done for Sanlam.
This creative statement dramatises the fear and uncertainty that investors worldwide are experiencing. The ad's resolve indicates that Sanlam Investment Management understands that human emotions move people and the financial markets. They indicate that understanding these emotions and the shifts they cause is the key to building wealth.
“The strength of the idea is two-fold. One is the idea to use the JSE building as a platform for the message. The second is to be tactical on the current situation of the SA stock exchange and the world economy,” comments Jupiter Executive Creative Director, Ross Chowles. “Combined together, these two ideas make it a powerful and compelling piece of communication.”