Janelle Monáe might have a knack for fixing mysteries, as seen throughout her latest flip in Glass Onion, however their newest mission goals to take the guesswork out of investing in an ever-changing monetary panorama.
The award-winning singer, songwriter and actor teamed up with Morgan Stanley for “Outdated Faculty Grit. New World Concepts,” the model’s new international marketing campaign created with new company associate, Lippincott.
The 90-second spot juxtaposes Monáe’s easy and regular narration with fast cuts of boxers, runners, bankers and an assortment of on a regular basis folks. It highlights the various methods the expertise of seasoned professionals, mixed with the innovation of contemporary considering and expertise, proves to be an asset value investing in. At one level, Monáe acknowledges the funding agency “might appear to be a contradiction” earlier than cheekily declaring, “… and we’re.”
“At 87 years outdated, we nonetheless see the world with the surprise of recent eyes,” says Monáe, because the digicam cuts to an aged man holding a child, a transparent nod to the storied establishment’s new route.
The marketing campaign—directed by Brazilian directing duo Salsa, with pictures by Pep Ávila—launched on Jan. 24 and options 15- and 30-second variations of the spot that can run on CNN, Bloomberg and different linear channels. There may even be digital, print, out-of-home, social and audio elements, together with new media partnerships with Condé Nast Traveler, Vogue and Individuals Journal.
The agency notes artistic from the marketing campaign may even be built-in into upcoming sponsorships, together with The Gamers Championship and partnerships with the nonprofit, First Tee.
“This marketing campaign actually underscores our dedication to delivering the complete energy of Morgan Stanley to a various set of audiences and additional positioning the agency as providing an individualized method for the distinctive wants of all,” mentioned Alice Milligan, CMO of Morgan Stanley.
A protracted-term funding technique
“Outdated Faculty Grit. New World Concepts” marks Morgan Stanley’s first international model marketing campaign since 2019, when it started buying main platforms like on-line funding banking firm E*Commerce, wealth administration options supplier Eaton Vance and Saas compliance platform Solium Capital. The newest additions to the 87-year-old firm’s home of manufacturers have been a part of a pointed technique to develop and diversify its shopper roster, whereas concurrently offering an enhanced expertise for brand new and current traders.
“After a variety of latest strategic acquisitions, Morgan Stanley has a novel story to inform each when it comes to the place we’ve been and the place we’re going,” mentioned Milligan in an announcement. “Our new marketing campaign celebrates our legacy as a trusted agency whereas showcasing how we’re serving to form the world of tomorrow.”
Previous to launching the worldwide marketing campaign with Monáe, who was not too long ago honored with the SeeHer Award on the Critics Alternative Awards, the agency beforehand introduced collaborations with designer Rebecca Minkoff—who redesigned a limited-edition “banker bag” that debuted in the course of the presentation of her Spring ’23 assortment—and Canadian tennis phenom Leylah Fernandez.
