CFA Institute



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.



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.


Multimillion dollar global pitch win.

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