Mackenzie Investments breaks campaign
By Derek Winkler
Mackenzie Investments has begun a national campaign called “See Things Others Miss.” Developed by The Garden, the campaign is intended to raise awareness of the brand and its services among investment professionals. It consists of online video, social media content and out-of-home advertising in financial districts. Media work is being handled by OMD. The video execution depicts a financial advisor pointing out overlooked features of a painting in an art gallery.
“Unlike competitors in the space, we wanted to cut through the clutter of jargon and break free from the ‘sea of same’ by telling a simple, human story: the power of seeing what others miss,” said Lindsay Eady, executive creative director at The Garden. “We had fun with caricatures of people who miss the mark, only to showcase our hero as the expert who can truly see the bigger picture.”