Cherryflava

The Johannesburg Stock Exchange building could perhaps be put to better use

Posted on 03. Nov, 2008 by Jonathan Cherry in Advertising

Copy: To Let. It’s hard not to worry. Emotions move people – and the markets. We know that understanding them is the key to building wealth.

Seems that the building which houses the JSE in Sandton has become redundant and is ‘To Let’.
On second glance however, it’s actually the asset managers reminding the market that they still think they have a handle on things.

Here’s the accompanied press release…

JSE
Building to Let

The
JSE building is up for grabs. A
large ‘To let’ banner hangs on the outside of the home of the SA stock
exchange.
Recently, the media has been dominated by images of traders, heads in their
hands in utter dismay at the demise of the market and some of the industry’s
biggest players. In these tough economic times, we are quickly getting used to
the idea of expecting the unexpected.

At a
closer look, the banner is in fact an advert for Sanlam Investment Management.
The headline that follows the ‘To Let’ sign reads, “It’s hard not to worry”.
In
the face of turbulent times. Sanlam Investment Management is standing strong and
certain with a bold message to investors and the public. The campaign was
conceptualized by The Jupiter Drawing Room Cape Town, who recently won 3 eagle
Awards for work done for Sanlam.

This
creative statement dramatises the fear and uncertainty that investors worldwide
are experiencing. The ad’s resolve indicates that Sanlam Investment Management
understands that human emotions move people and the financial
markets. They indicate that understanding these emotions and the shifts
they cause is the key to building wealth.

“The
strength of the idea is two-fold. One is the idea to use the JSE building as a
platform for the message. The second is to be tactical on the current situation
of the SA stock exchange and the world economy,” comments Jupiter Executive
Creative Director, Ross Chowles. “Combined together, these two ideas make it a
powerful and compelling piece of communication.” [thanks Nadia]