What’s going on in the RNN world
A campaign from American financial investment firm, State Street Global Advisors, swept the boards at the prestigious Cannes Lions awards this year with multiple wins including a Grand Prix in the Titanium Lions.
While you may not be familiar with the company, you may be familiar with the ‘Fearless Girl’ at the centre of this campaign, who created a widespread movement in the wake of her unveiling.
The aim of the campaign was to promote awareness of responsible investing and gender diversity in the workplace. Encouraging companies to have greater gender diversity on their boards, State Street Global Advisors set up a 'SHE' fund that invests in companies with more women in leadership positions.
They commissioned the creation of a statue, 'Fearless Girl', and tying in with International Women’s Day the company revealed the statue on Wall Street, where it stood staring down the iconic Charging Bull sculpture. The campaign delivered a 384% increase in the average daily trading volume of the SHE Fund in the first three days following the launch and has continued to deliver huge awareness of the brand on a global scale, as well as winning numerous industry awards.
In 'Fearless Girl', an iconic symbol of hope for girls and women has been created and it has since become a global phenomenon, being granted permanent residence in its position facing down the Charging Bull of Wall Street.
The campaign delivered above and beyond on all fronts and is an excellent example of best practice in marketing and communications with a message and intent that we wholeheartedly admire. A very worthy winner of each and every one of the awards it received!
You can watch a Case Study video on the campaign, below.