Australian Ethical
’When you prosper, we all thrive’ integrated campaign
Australian Ethical had a problem: while it was attracting more and more members, they typically skewed to younger, more idealistic customers accompanied by a greater cost-to-join; and older, typical male investors didn’t see ethical as profitable enough. As the original ethical investor, it didn’t need to prove its credentials — it needed to prove it could make money. So we entwined stunning footage from some of Australia’s best nature photographers with the simple image of a legal-approved upward-trending graph to demonstrate that investing with heart will make you money.
Role: Senior creative
Agency: Paper Moose
Creative Director: Jeremy Willmott
Design Director: Georgia Shillington
Executive Creative Director: Nick Hunter
