Mandatum Life represents the high-end of the Finnish financial institutions. It’s crown jewel, Wealth Management, needed a visual concept. At the same time, Mandatum Life celebrated its 10th anniversary, and wanted something visually stunning for different customer touch-points, like galas and other events.

Target audience for the campaign was affluent private customers of the Wealth Management and other customers of Mandatum Life.

Wealth Management means the ability to see more, to connect chaos as sensible, profitable eco-system. An excellent treasurer recognizes even the most surprising connections between different things. Whatever can be turned valuable, when you know what you are doing.

We dramatized this message with a simple theme: kaleidoscopic images. Kaleidoscope turns chaos into beautiful symmetry. The octagon shape produced by the kaleidoscope also symbolizes many positive things, such as continuity, balance, prosperity and responsibility.

Starting point for the design was consistent richness in form, themes and symbols. We wanted to convey wealth in all of its forms and find new ambitious symbolism to replace cliches often related to financial marketing. Mandatum Life didn't want to apologise its existence, but to clearly differentiate from the competition as modern, confident, artistic and edgy brand. A clear change-maker.

The scale of the visuals was extensive, ranging from tiny mobile phone screens all the way to vast gala animations and outdoor ads in the airport.

The campaign didn't aim for direct sales leads, but for long-term brand building.