Brief: Because of tax privileges, people should think of investing in funds at the end of the year. The problem is, because of all the stress just before Christmas, nobody can be bothered with thinking about it.

Solution: We produced four radio ads that were aired in the middle of the usual Christmas radio horror of cheesy songs and aggressive radio advertising of the retailers. These ads were intended to give people a break from this radio horror and let them think about spending money in a new way. The core message was: you can do anything you want if you have enough money, and investing in DWS funds will help you to get this money.

Target Audience: Everybody sitting in a car on his way to spending hundreds of Euros for Christmas presents nobody likes, and everybody who hates Christmas time on the radio.