Let's Talk About Money

October 2, 2017 Ophelie Zalcmanis-Lai

This is Wealthsimple’s Investing for Humans campaign, launched just the other week.

If you liked that video, we have good news for you: there are 56 other videos for you to go through.

The only awkward part is that they talk about money.

Before you go off sulking, hiding your credit score and nervously shuffling, we’ve got more great news: these ads were made for you and me. Not just in the business to consumer sense, but in the way that they speak in very common and relatable ways.

In fact, they totally demystify and personify the whole world of money and investments. And it only took a few creative elements to send the message home.

So now you can watch and breathe a sigh of relief.

This is what captured our minutes this week.

Here’s how:

Essentially, in a word, simplicity is the creative component that made these ads so powerful.

No frills. No distractions. No extras. Just real people with real money stories.

If we want to dig into it a little deeper, there are 3 parts of that simplicity that really stand out:

1. Unscripted.



The people in these ads are very clearly allowed to think and answer freely. There are pauses. People drift off. You’ll even hear a few “um’s.”

What’s great about keeping something unscripted (other than the questions asked) is that there’s a real genuine response. Personal stories start to develop. People get a little bit more honest.

When it comes to investing, it’s hard for audiences to look at firms or banks or any other kind of “money” brand and be relaxed. This mostly comes down to having a lack of knowledge.

The banking world is one with lots of jargon. Yet, it’s something that needs to be understood to remain stable and safe for the investor.

By cutting out all that crap and straight up asking for people’s honest experiences and thoughts about questions like “do you save?” (and then letting them answer), Wealthsimple makes the investing process very relatable. Audiences will be able to watch and say “hey, that sounds like me.”

In the end, it makes it all feel very human.  

2. Medium shots.



This might not seem like anything other than a simple aesthetic choice, however, it contributes much more than that.

Yet, when there’s nothing else for the viewer’s eyes to focus on the subjects become clear focal points.

In a creatively subtle way, the message gets magnified through the effect. After all, Wealthsimple is all about the people it serves. Their needs. Their future plans. Their worries. The eye naturally zeroes in the people in front of it.

If we’re going to focus on the people, then the people have to be in focus.  

This simple effect does that.

3. Clean set.

Plain, but complementary coloured, backgrounds. Quiet music.

When watching, it simply makes for a better user experience. The distraction free environment allows viewers to really digest what’s being said. When it comes down to cutting through the clutter, a lot of it is about dimming the noise.

The lack of bells and whistles, so to speak, on these spots makes them particularly clear when delivering the point. There’s nothing else for viewers to look at or click on. It’s just the subject and his or her words.

Ultimately, it should always be the content that stands out. The music, the words, the people. But sometimes, those things can be that much sharper when the background elements make it just so.

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

CREDITS
Client: Wealthsimple
Campaign: Investing for Humans
Agency: Wealthsimple In-House
Executive Creative Director / Art Director: Mike Giepert
Executive Creative Director /Writer: Devin Freidman
Chief Product Officer / Writer: Rudy Adler
Broadcast Producer: Greg Tharp, Hone Production
Agency Producer: Sharman Ordoyne
Production Company: Moxie Pictures
Director: Errol Morris
Director of Photography: Igor Martinovic
Line Producer: Julie Ahlberg
Editor: Biff Butler, Rock Paper Scissors
Colorist: Tom Poole, Company 3
Post Production: Company 3, Nomad
Mix Engineer: Steve Rosen, Sonic Union
Photographer: Neil Bedford
Art Director / Designer: Elsa Chiao
Freelance Art Director / Designer: Maja Cune


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