CFA Institute

Brief:

 

Create a big idea to entirely rebrand the CFA Institute, not just in the UK but globally. The concept would have to work across many languages and countries.

 
Idea:

 

A Difference That Matters, highlighting the difference between an investment amateur and a true professional.

 

In collaboration with other teams around the world, the final campaign drew heavily on the concept of difference, with our idea winning the pitch.

Result:

Multimillion dollar global pitch win.

Dozens of films were made - here are just a few.