IG Markets has launched “This is New Money,” a new multi-year brand platform and its largest consumer brand campaign in Australia to date. Created by independent creative company Princess, the platform launches with a national campaign centered on IG Markets’ newly launched trading app.
The platform is designed to challenge traditional ideas about wealth and investing while targeting a generation whose relationship with money differs from previous generations.
The rollout begins with a hero film directed by Dylan Duclos through Collider before expanding into additional creative executions under the “New Money Mantras” platform. The film follows a protagonist who rejects traditional approaches to wealth-building in favor of investing on his own terms.
“For too long, too many Australians have felt shut out of building wealth on their own terms,” said Geoff Howland, Head of Marketing, IG Markets.
“‘This is New Money’ is IG Markets’ answer – a platform that backs everyday Australians to invest their way, with the tools and confidence to forge their own path. We fell in love with this idea the moment Princess pitched it to us, and working with them since has only deepened that conviction.”
“Money has changed,” said Sam Dickson, Creative Founder, Princess.
“The way people earn it, invest it and think about it has fundamentally shifted. We wanted to create a platform that acknowledges this rather than just advertising another investing app. Kudos to the team at IG Markets for encouraging this new approach. Importantly, ‘This is New Money’ gives IG Markets a point of view as a brand that can live well beyond any one campaign.”
Credits
Client: IG Australia
Head of Marketing: Geoff Howland
Senior Brand Marketing Manager: Raph Krell
Marketing Campaign Executive: Rose Butcher
Agency: Princess A Creative Company
Founders: Beth O’Brien, Cameron Bell, Sam Dickson, Jonny Berger
Chief Strategy Officer: Lilian Sor
Executive Producer: Renata Barbosa
Client Lead: Cece Chieng
Design Director: Josh Hart
Head of Studio: Grant Graham
Media: Wavemaker
Group Planning Director: Elizabeth O’Dowd
Client Director: Shannyn Hide
Production:
Production Company: Collider
Managing Partner & EP: Rachael Ford-Davies
EP: Tom Slater
Director: Dylan Duclos
Production Manager: Linda Sapier
DOP: Stefan Duscio
Production Designer: Jackson Dickie
Costume Designer: Emma Kalfus
Casting: McGregor Casting
Casting Director: Stevie Ray
Editor: Sam Wickham
VFX: FIN Design + Effects
VFX Supervisors: Mikey Brown + Rob Grbevski
Flame Artist: Jacob Street
Executive Producer: Emily Newbould
Colourist: Yanni Kronenberg
Sound Design & Original Composition: Sonar Music
Retouching: Limehouse
