"So what do I do with my money?"
A global finance company utters the words on every investor's lips 
Creative Directors, David Korchin, Mark Girand, Jan Leth, Susan Westre; writers, Steve Simpson, Tom Bagot, Mark Girand, Pitchaya Sudbanthad, Lauren Lyons Cole; Art Directors, Ricardo Leme-Lopes, Soojin Hong, Michelle Konar, Daniel Marcello; photographer, Nadav Kander; illustrators, Carl Detorres, Philipe Intraligi.

BlackRock is one of the world's largest—and perhaps least known—investment managers, with just shy of US$3.7 trillion in assets under management. In early 2012, on the heels of historic upheavals in the global economy, stalled and fallen markets, shattered investor confidence, and joblessness and economic tumult worldwide, we launched a campaign to let investors and financial advisors know there was still opportunity with a firm that was risk averse but clear-eyed about the opportunities for investment growth.

We began with a four-page newspaper spread in leading markets, describing the current landscape and laying out coherent arguments for how to thrive in it. We depicted investor archetypes, the people who use their own money, or who invest for others; we crafted a film for internal audiences that brought home emotionally the circumstance of the New World of Investing, and which bore the promise from BlackRock that it is committed to finding the best way forward for its clients.

We kept the message clear, and the call-to-action simple: So what do I do with my money?

Cover of the BlackRock Manifesto, Wall Street Journal
BlackRock Manifesto inside spread, Wall Street Journal
A series of thematic print spreads featured photography by Nadav Kander
BlackRock
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BlackRock

A new brand campaign for one of the world's leading financial managers.
47
1,900
2
Published: