After seemingly languishing on the advertising front for the last few years, financial giant Morgan Stanley has returned in a big way with a multi-faceted campaign that began earlier this year with a website refresh and continues with the spot above — both courtesy of Brooklyn-based, IPG-owned agency Huge.
With the “Capital Creates Change” campaign, Morgan Stanley aims to shift its identity from that of some faceless corporate power to one that’s both people-oriented and positive. As part of its efforts to “change the world” in its own way (as stated by the voiceover in the ad), Morgan Stanley shines a light on “visionary companies” like Alibaba and Netflix that it’s worked with with to go beyond just creating wealth.
On Morgan Stanley’s website, the company gets into specifics about successful collaborations with the two aforementioned brands; it helped Alibaba expand its e-commerce reach in China and wrote the “financial script” for Netflix.
The campaign, which also includes print, social and other digital components, marks the first major branding project from Morgan Stanley under the direction of CMO Mandell Crawley, who took over the position last September.