Brief:
Challenger invests heavily in tools and services designed to make life easier for the financial advisers who recommend and manage its products. The challenge was to raise awareness of this high level of support and encourage advisers to engage with and make greater use of the tools available to them.

I developed seven distinctly different creative directions, exploring the interplay between imagery, content and tone of voice. Despite the complexity of the communications challenge, this process enabled the Challenger team to quickly align on a preferred direction—using a strong, relatable analogy to bring the adviser relationship to life.

Working within a limited campaign budget, I used stock library imagery creatively to develop a visual style that felt bespoke and purpose-shot for the campaign. The result was an integrated campaign spanning digital banner ads, magazine advertising, expo video and branded giveaways.

The campaign demonstrated how strong creative thinking, combined with smart production choices, can deliver a distinctive and cohesive brand experience without a large production budget.