Certified Financial Planners
What We’re Made Of (Pitch)
SVP Group Creative Directors
Marie Rockett, Pete Valle
CD/Copy
Deb McDermott
Art Director
Patrick Curley
Copy
Zan Smith
Editor
Seth Babin
Consumer Tension
Consumers place value on effort, but the effort to become a Certified Financial Planner® professional is largely unknown.
Brand Strength
The rigor, training, and experience along with the moral responsibility required to become and sustain as a CFP® professional.
Creative Launchpad
What if we lean into the rigor required to become a CFP® Professional?
Storyboard + Video
Because of the fast-paced nature of the pitch we had to storyboard the brand manifesto video (below) using selected stock footage.
Brand Manifesto Video (Proof of Concept)
Broadcast Concepts
Using a fictional [undisclosed] location of the CFP training academy we were able to establish a physical place for our world building that focuses on the rigor and training involved in becoming a CFP Professional, with a little humor along the way.
Media + Activations
Included in our brand strategy / concepts were a series of tactical media placements and activations including OLV, streaming, radio, web, stunts, etc.
