T3 Rearms MoneyStar as Cofiniti in Print Series

The perils of sending your financial advisors out into the world under-equipped are playfully illustrated in a Cofiniti campaign from T3.

The estimated $2-3 million print and direct mail effort includes the relaunch of the Austin, Texas, company formerly known as MoneyStar, now named after its new Internet browser-based software product.

Ads show a man in a jungle warfare scene armed only with a giant squirt gun; a serious bike racer astride a tricycle; and a diver in shark-invested waters swimming in a protective cage that only comes down to his waist.

The tagline: “If you’re not using Cofiniti, do your people have what they need?”

A direct mail campaign—including sending the water gun shown in the ad to select clients—took place in December.