Client:VanEck
Project:Sustainable EFT Direct Mail
Art Direction & Design, Copywriting, Direct Marketing & Response, Brand Positioning & Campaign Strategy, Branding, Concept & Campaign Development
The Problem
The newer generation of investor has been moving towards more ethical solutions – not just more bang for their buck. VanEck launched a new fund called VanEck Vectors MSCI International Sustainable Equity ETF – to attract this younger market, and continue to challenge the established order.
Investors have begun to realise that they can invest in a way that helps, rather than harms, the environment, but without sacrificing returns. This sector has doubled in the last two years (as of May 2017) as responsible investing becomes a higher priority in the investment landscape. VanEck needed to capture the attention of these new investors.
By pushing our ‘disruptor’ status as challenging the old ways, we decided to wear our ESG credentials on our sleeve. ESG stands for Environment, Social and Governance. These funds actively seek out ‘good’ companies, so examples of companies we wouldn’t invest in include: tobacco manufacturers, cluster munitions, landmines, biological and chemical weapons.
We designed a DM pack centred around as politically right-on a product as you could imagine: an Organic, Free Trade, Non-GMO Chocolate Bar. All the goodness of the new VanEck Vector are emblazoned across the outer wrapping and reinforced by the deliciously sin-free contents of the pack. Proving that you can do the right thing – and reap the rewards, too.
