First Citizens: Mutual Funds



Change the familiar perception that Mutual Fund investments are an option open only to a wealthier, business-savvy target audience.

Creative Solution:

Present First Citizens’ mutual funds and services as so simple, accessible and well-managed that they can make a financial expert and successful investor out of anyone.

The lead TV commercial, produced in character with the brand identity, features a number of individuals in a range of normal every-day recreational and lifestyle quality of life activities outside of anything resembling banking or financial endeavours. Each individual we focus on is titled with an expert financial occupation like: Foreign Investment Guru; Long-Term Strategist; Expert Tactician and others
The advertising campaign for Anyone included TVCs, press and radio ads.


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