Financial Times: Make the right connections by Adam+Eve
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The Financial Times has unveiled a new brand campaign with the endline ‘Make the right connections.’ It demonstrates how the FT takes readers beyond the headlines and helps them connect the dots between events and issues in an increasingly complex and interconnected world.
The global campaign is comprised of a range of creative executions that illustrate cause and effect around consequential subjects such as technological disruption, the China slowdown, Brexit, and the US election.
The first round of creative work covers: the impact of the China slowdown on African commodities, how a change in the Chinese diet is affecting the Australian land market, what might happen to Bordeaux sales if the Chinese property market goes bust, the impact virtual reality could have on the tourism industry, and whether a post-Brexit Britain could become the Venice of the 21st century.
The campaign will run across multiple marketing segments, including brand, B2C, B2B, and retail and will be promoted through social, search, display, print and outdoor in the UK, US and Asia.
Credits
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Creative Director: Paul Cohen
Art Director: Matt Gay
Copywriter: John Long
Additional Credits: Agency Producer: Amy Coomber
Assistant Integrated Producer: Freddir Elcock
Project Manager: Caroline Tripp
Strategy Director: Tom Sussman
Graduate Planner: Bruce Langfield
Managing Partner/Executive Interactive Director: Alex Hesz
Business Director: Mike Stern
Account Director: Jo Lorimer
Designer/Head of Design: Paul Knowles, King Henry London
Retouching: Stanley’s Post
Image Partner: Getty
