T. Rowe Price
MARKET VOLITATLY
THE ASK
Build on the 2024 ETF activation by taking the concept to a mass audience through a buzzworthy stunt. Drive awareness and consideration of T. Rowe Price Active ETFs with a multi-channel approach—doubling earned media impact through strategic partnerships, high-visibility activations, sponsorships, and digital.
MY ROLE
Art Direction
COLLABORATORS
Andrea Acevedo — Creative Director
Sam Bruehl — VP Creative Director
Doug Speidel — SVP Brand Creative
Louis Andre – Production
PLATFORMS
Bloomberg Businessweek
Bloomberg TV
Oculus Activation
BLOOMBERG TAKEOVER
In 2025, with markets in turmoil and investors searching for stability, T. Rowe Price introduces its new active ETFs—built for agility, responsiveness, and precision in uncertain times. To bring the story to life, the campaign launches with an unforgettable mass media stunt in partnership with Bloomberg.
On the morning of the ETF debut, Bloomberg’s live broadcast will run upside down for an entire segment. Viewers will rush to social media, texting and posting to confirm they’re all experiencing the same strange glitch. Then, in a dramatic reveal, a :30 spot premieres—flipping the broadcast, and the investment world, right-side up with T. Rowe Price’s new line of active ETFs. We will hen end with a right-side up interview with a portfolio manager of active ETS.
THE OCULUS ACTIVATION
To extend the Bloomberg stunt into the real world, we’re flipping an entire newsstand upside down at the Oculus during peak commute hours. From signage to snacks to a Bloomberg Businessweek takeover issue, every detail is inverted to spark curiosity and shareability. A live-streaming monitor features our attendant “working upside down,” drawing even more attention and buzz. This high-traffic stunt turns heads, fuels social chatter, and reinforces T. Rowe Price’s Active ETFs as the investment vehicles built for an upside-down market.
THE BUSINESSWEEK MAGAZINE
Inside the magazine, we created a custom gatefold that extends the upside-down concept into print. Readers are invited to physically flip the image right-side up—turning engagement with the ad into an interactive moment. The design reinforces our campaign narrative while making the experience tactile, playful, and memorable.
OUTSIDE COVER
INSIDE COVER
GATEFOLD
IN THE PRESS
