Foundry for Franklin Templeton: the big picture
With the «See the Big Picture» campaign, Franklin Templeton and the Foundry agency are highlighting the key drivers of the future beyond the AI hype. The focus is on investments in clean energy, infrastructure, and new technologies.
Franklin Templeton, together with the agency Foundry, is implementing a new Europe-wide campaign aimed at financial advisors that positions thematic investing in a broader context. Under the title "See the Big Picture", the campaign aims to draw attention to less visible but fundamental drivers of economic and social transformation - including the increasing demand for energy, the need for smart infrastructure and the expansion of clean technologies.
According to Franklin Templeton, the visual narrative of the campaign stands for forward-looking investing that thinks beyond short-term technology trends. "For us, thematic investing is not about chasing hypes. It's about recognizing long-term changes that affect people's lives and identifying the opportunities for investors to align these with their investment goals," says Heike Andrews, Director EMEA Integrated Marketing at Franklin Templeton.
A central element is therefore a 30-second brand film that deliberately works with AI-generated images. The aim is to make the interplay between innovation, people and the environment visually accessible and to invite a change of perspective.
The campaign is based on findings from conversations with consultants and customers and, according to Foundry, was specifically geared towards their information needs. "Complex topics don't need complicated words. They need stories that are relevant - and effective," explains Sacha Moser from Foundry. Advisors should be able to use the stories to "create real added value in client meetings", he continues.
In addition to the brand film, digital formats, website takeovers, banner advertising and a 15-second TV spot are used.
