The7stars and Abundance hijack Canary Wharf in ‘Consequences’ campaign
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Ethical investment company Abundance is launching its new ‘Consequences’ campaign by depositing a branded pink shipping container outside London’s Canary Wharf underground station.
The unmissable installation, situated in the Capital’s biggest business centre, will be emblazoned with the slogan “Consequences – the least used word in the investment world”, and spearheads the wider campaign, planned and bought by independent media agency the7stars.
Launching on June 8, the experiential stunt, co-created with Ambient Media and Kinetic Worldwide, will be supported by a targeted out-of-home (OOH) campaign. Digital screens in and around Canary Wharf will mirror the container’s provocative style with the message “What’s big and pink and will make you think about how you invest?” to support Abundance’s drive for ethical investments.
Consumers passing by the container in Canary Wharf will also receive digital media via Wi-Fi connections using geo-targeting, as well as being targeted with stand-out formats in City AM, the city’s free financial title. The activity will run for one week across the district.
Further outdoor ads will appear throughout the London Underground and around Waterloo Station from June 15 and will be supported by online activity and a targeted newspaper campaign with ads appearing in titles including the Guardian and the Independent.
Oli Tame at the7stars, said: “We’re really excited to be involved in such an unusual and dynamic project. Thanks to the hard work of Kinetic and Ambient media we have come up with a genuinely original out-of-home solution which really strikes at the core of what Abundance stands for as a brand, while advances in digital targeting have allowed us to run one of our most tailored campaigns ever.”
“After three successful and thought-leading campaigns we asked the7stars for an idea that would leave our competitors trailing in our wake,” Bruce Davis, Abundance’s cofounder and managing director, said, “and their team delivered a creative solution that not only takes crowdfunding to the next level, but which also makes a powerful ethical statement at a time when the industry as a whole is grappling with the problem of regaining public trust.”
