← Back to Blog
January 18

The Show 2019. about to get real.

featuring medal winners of Ad Fed MN’s The Show. Get your shit together & join the crṻe on March 8.

Turn it up for Martin Williams, a full-service agency in Downtown Minneapolis.
Their setlist: advertising, creative, strategic planning, social, digital design, development, media planning, media buying, and response planning
The Campaign’s Creds
2 x Gold – Cinematography “Kevin“, Cinematography, “Doors

This campaign embraces principles of planning in a way that will break through while still capturing what makes Raymond James’ values different.” – Mike White, CMO, Raymond James

On lead vocals: Steve Casey, SVP, Executive Creative Director
Steve Casey, SVP, Executive Creative Director

Steve Casey, SVP, Executive Creative Director

The client Raymond James
Situation

Raymond James is a financial services firm with thousands of advisors and offices across North America. They asked Martin Williams to continue to build their brand awareness with high net worth clients and prospective clients.

Strategy

This was a continuation of their ongoing Life Well Planned campaign. But MW needed to begin carving out RJ’s space in the financial services category—offering sophisticated financial advice for more complex needs than just building an investment portfolio or saving for retirement. The new campaign needed to convey the true value of holistic, personal and trusted advice throughout a lifetime.

Creation

The television spots show how beautiful, messy, complicated and unpredictable life’s moments can be. They convey an understanding that while no one can prevent life’s challenges, you can still be prepared for them.

In both spots, the lead characters are followed throughout their lives. Along the way, they have to deal with the ups and downs involved in life events like raising kids, to buying and selling a business, to the realities of caring for aging parents.

Execution

Steve & team collaborated with award-winning Swedish director Tomas Jonsgarden from David Fincher’s production company RESET Content. As you can imagine, the challenges of following lead characters through a half-century is a little tricky visually. They had to find just the right actors who could believably span the years, along with fantastic period wardrobe and set design.

The :60 and :30 spots aired nationally.

Measurement

The spot was part of a new campaign that helped continue to build awareness of the Raymond James brand for both prospective clients and prospective advisors.

ABOUT TO GET REAL
a content series featuring medal winners of Ad Fed MN’s The Show from Heibrid.

Get your shit together and join the crṻe on March 8 at Orchestra Hall. #metalNmedals