A simple idea was needed to illustrate the message we were trying to get across to the target market.

The visual of the 'preserving bank book' shows people that their money is no longer growing and can be better invested in AJF funds.

The picture of the passbook decaying is effective as it is unusual; being stuck inside the jar indicates that the security of the money is in fact being stifled and prevent growth completely. The minimal use of copy in the campaign also distinguishes the visual from those of most financial services communications which frequently include a significant amount of text.

The campaign is just being launched; we are therefore unable to give you the results of this campaign.

However, the client is very happy with the creative strategy and direction.