The Gate | New York Launches a New Campaign For FS Investments
Featured in the campaign is a trio of beautifully designed, highly functional products including a NASA space suit, and Cervelo R5 triathlon bicycle
The Gate | New York launched a new integrated campaign this week for FS Investments, a leading asset manager in the alternative investments industry. In a category not known for provocative advertising, the new campaign links the thoughtful design behind iconic products with that of the firm’s investment funds.
Founded in 2007, FS Investments was built on a vision to bring investors access to alternative sources of income and growth once accessible to only large institutions. Said Andrew Ceccon, Executive Director of Marketing at FS Investments, “The Gate helped us home in on a central idea about what differentiates FS Investments. The new campaign highlights how our meticulous product design process has led to innovative solutions that are transforming the investment possibilities available to individual investors.”
Featured in the campaign is a trio of beautifully designed, highly functional products. One execution features the archetypal NASA space suit that made human space travel possible. Another draws comparisons to a Cervelo R5 triathlon bicycle, an industry leader in aerodynamic engineering. A third execution showcases the legendary Paul Reed Smith electric guitar, one of the most highly regarded instruments today.
“By drawing parallels to the craftsmanship and forethought it takes to design a truly revolutionary product, we provocatively demonstrate the benefit of a thoughtfully designed product, whether that is a bicycle or an investment,” added Beau Fraser, President of The Gate | New York.
“Each piece of creative dials in on a simple truth; that peak performance can only be obtained with attentive design,” David Bernstein, The Gate’s Chief Creative Officer, explained.
To reach its target market of financial advisors, FS Investments has placed media across a variety of trade publications, including Barron’s, InvestmentNews, and Financial Planner Magazine with both print and digital executions. By following through on the call to action, the viewer is brought to one of three landing pages featuring a video that takes a deeper dive into FS Investments’ design philosophy.
Agency: The Gate | New York
President/ Chief Strategic Officer: Beau Fraser
Chief Creative Officer: David Bernstein
Art Directors: David Fox and Charlie Williamson
Copywriters: Jeff Lang and Mike Abadi
Account Executive: Alex Barrett
Client FS: Investments
Executive Vice President: Marketing: Andrew Ceccon