Holland Mark Makes Dreyfus Roar

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.




First Ads Use Company Icon as Metaphor for ‘Investing Prowess’
BOSTON–The rules of the jungle apply in Holland Mark Edmund Ingalls’ first work for Dreyfus Corp.
Television and print executions touting the client’s mutual fund offerings began rolling out nationwide last week. Ads feature the Dreyfus lion icon and the newly devised “Lion Rules” of investing, which include “You don’t have to go it alone” and “When you move, move confidently.”
Shot on location this summer at a wildlife sanctuary in Kenya, the ads show lions stalking their prey and seek to create a link between the big cats’ hunting instincts and the investing prowess offered by Dreyfus, said Holland Mark chief creative officer Bob Minihan.
Director Nicholas Brandt shot the spots using an infrared technique so they would “not look like [promotions for] the Discovery Channel,” Minihan said.
Ads close with the new line: “You, your advisor, and Dreyfus.”
The company’s last ads were created...








AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in