An Upended Market
Client: T. Rowe Price | Role: Creative Direction, Production & Activation
Markets move. Strategies adapt. We created a campaign showing how ETFs can help investors navigate volatility to stay focused on what’s ahead.
The Surprise
By partnering with Bloomberg, we took over the morning news and flipped the broadcast upside down to represent volatility in the market.
The Flip
We seamlessly cut to our upside down commercial that flips right side up to show that T. Rowe Price can make the most out of an unpredictable market.
The Interview
The world is right side up again as we dive back into an interview with a portfolio manager from T. Rowe Price as she speaks in more detail about ETFs.
The Process
How It All Comes Together
The Extension:
To align with our CTV spot, we created an upside down newsstand in the center of the Oculus in New York. Everything was upside down from the drinks to the snacks. The goal was to pass out custom upside down Bloomberg Businessweek magazines. We casted a newsstand attendant to live stream in a back room of the Oculus to create an interactive experience for commuters. This was a three day activation that quickly gained traction. We ran out of magazines halfway through Day One and had to bulk order hundreds more.
Wait There's More
Beyond TV and Activations
OOH & Gatefold
As we know, a successful marketing campaign cannot rely on CTV and activations only. We extended into OOH and print placements following the same visual identity. The OOH starts upside down to grab attention and the animation flips right side up implying T. Rowe Price as the solution to an upside down market. For print, we took over Bloomberg Business week and created an upside down cover, an upside down gatefold that flips right side up and a few feature pages showcasing all the active ETFs provided by T. Rowe Price.
In The Press
The Road to Success