While working at Mullenlowe Singapore office, I did a 4 weeks exchange at the Hamburg office. The experience was great and fruitful - 40 hours of work in this project at GGH was enough to plant the seed of the concept that the team developed into this Union Investment Campaign.
My task was straight forward - to create an overarching communicational concept that would deliver a financial message in an emotional way.
Ask an older person it's age and there is a high change you will trigger an emotional response. Take a look at your bank balance and surely it will trigger emotions, either happy or sad. So this idea was routed in the simple fact that numbers are already connected to emotions.
The team took this idea and crafted the right scenarios to trigger the target audience, producing a heart warming campaign for the german market.
