Can you help us create simple but stand-out work to establish our brand in the US?
The brand's original co-founder and CMO, Rudy Adler, was a former ECD at Wieden & Kennedy and recognized the value of a strong brand aesthetic, a focus on design, and investing in creatively impactful work. HONE was brought in to be an extension of their in-house team and work closely with the internal creative department to elevate their team's capabilities with a focus on producing broadcast, print, and social media content in-house.
What We Did
- Celebrity Talent and Rights Management
- Vendor Bid Analysis
- Business Affairs
- Pay Agent
- Lead and Supervise Production
- Social Media Content
- Hybrid Production
- Music Supervision
- Agency Producer Support
"How about a regional Super Bowl campaign to start?"
Our first assignment was to make a splash in the US market by producing a Super Bowl campaign for select markets. HONE partnered with Epoch Films and brought in Martin De Thurah to direct the cinematically stunning brand anthem "Mad World". It features Wes Anderson frequent muse Tony Revolori.
[ 1.1 ]Wealthsimple - Mad World
"Let's make a non-scripted testimonial campaign that explores core human feelings about money as extracted by the guy who directed 'The Thin Blue Line'"
After a successful launch into the US market, the brand wanted to develop a non-scripted campaign that asked the question "What if people openly talked about money?".
Rather than bring in financial experts as talking heads, this campaign would elevate the traditional testimonial and seek raw emotion, humor, and accessible insight through conversation with real people.
Starved for content, this series would fill the brand's channels while highlighting Wealthsimple's business proposition that they make world-class investing tools available to anyone.
We hired Oscar-winning documentarian Errol Morris and brought in hundreds of real people, and got them to talk honestly about money. We shot 250 interviews over three shoot days which were then edited down to 20 final films. Almost everyone — old people, young people, broke people, extremely wealthy people — had surprisingly similar concerns, hopes, dreams, freak-outs. Following the campaign's successful launch, we interviewed celebrities and influencers to speak candidly about their history with investing and money.
HONE worked intensely with the brand's in-house team over five months navigating numerous scope changes as the asset list ballooned. The Investing in Humans content library became a critical tool for the brand and is still in use today.
[ 1.1 ]Wealthsimple - Investing in Humans
"Can we get Succession's Nicholas Braun to give a "Master Class" on Investing?"
Who better than "Cousin Greg" to teach the layman about investing? We worked with the up and coming star on a ten episode Master Class series to teach Wealthsimple customers the in's and outs of investing in a simplified easy to understand way. We also brought in a wonderful animation and visual design company to concept and create playful analogs to the complicated concepts and tools available to them.
HONE negotiated and contracted with Nicolas and was the production company for this work.
[ 1.1 ]Nicholas Braun - Master Class
And the epic brand work continued…
Working with The Blaze - We produced a thought provoking and emotionally intense brand campaign titled "Tomorrow Begins Today". The concept was about the great big everything of life, and the reasons we invest for our futures.
[ 1.1 ]Wealthsimple - Tomorrow Begins Today