INVESTEC PRIVATE BANK ‘THE HUMAN SEARCH BAR’
Integrated campaign
Accumulating wealth has always been hard. Accumulating wealth in an economy driven by algorithms, black swans and 2 am presidential tweets (we’re talking about you, Trump) is even harder. People are searching for answers. But in this rapidly changing world, even that is difficult. With so much data out there, who is anyone to know who to trust with their money.
To this digitally fraught question, Investec Bank came up with an analogue answer. We turned the search Human. We plain talked the complexity into a 20 part conversation series, 80 thought leadership articles, tactical press informed by live search results, a brand film and over 600 unique pieces of targeted content, all of it intelligently built from the data of what high-net-worth individuals were searching for. But we did it in a way that humanised the search - ultimately highlighting Investec’s client-centric high-touch philosophy.
Producing this campaign involved a 3-day exterior night shoot in temperatures of -14ºC, in the middle of Bulgaria, as well as a 5-day content shoot and a 2-day stills shoot near Cape Town, involving specially trained* zebras.
*On a side note: You can’t actually train zebras. On a side side note: Zebras are way more bitey and kicky than I expected.
Integrated case study.
Tactical press ads featured actual search results figures for questions people were currently searching for.
These ads went live when Brexit was still being negotiated, Trump was warring with China and Mark Zuckerberg was getting a grilling by the US Senate about Facebook’s data breach. The search results featured were the actual numbers on Google, the day before the press ad flighted.
The making of the film.
Awards:
Loerie Awards 2019 - Gold Craft Certificate (Film - Cinematography)
Loerie Awards 2019 - Silver (Digital communication - Website or microsite)
Creative Circle Ad of the Year 2020 - 2nd place (Integrated campaign)
Creative Circle Ad of the Month May 2019 - 2nd place (Integrated campaign)
IAB Bookmarks 2020 - Silver (Campaign)
IAB Bookmarks 2020 - Craft (Online video production)
IAB Bookmarks 2020 - Bronze (Platform: Brand, commercial and retail websites)