First Citizens: First Steps



Challenge: Change the perception that Mutual Funds are challenging and scary.


Creative Solution:

Create a visual representation of the First Step as a courageous beginning to any journey worth taking.

The lead TVC follows three average citizens on the beginning of a journey —journeys that require courage, character and fortitude. Each character shows their gumption at the beginning of the journey and their reward as they reach their destination, creating the close metaphor to the notion of an investment.

Each press ad was a snapshot of the moment of courage needed to take the First Step.




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