Glenmede

THE PLAN

The mission of Glenmede is to partner with wealthy investors that wish to use their money in a meaningful way. Glenmede wanted a provocative ad campaign that would stand out in financial publications while appealing to a conservative audience.

THE PLAY

The winning campaign was called “change the equation”, which involved minimalist design that combined innovative math equations with bold color blocks that were easy to understand. With a focus on higher ideals, the ads appealed to the “better angels” of potential investors.