Financial Times Campaign by Substance

When you think of an ad campaign with the purpose of educating key media buyers and planners for a financial magazine, what do you think? Boring. That is until French design studio Substance got ahold of this brief. They created a concept that was interesting, and executed it beautifully for a refreshing ad campaign that takes a turn from the expected.This campaign, titled "Shape your Knowledge", for Financial Times, a UK based business, political, and financial news site and magazine, was targeted at key media buyers and planners in Asia Pacific. The objective was based to drive awareness and educate this target group on identifying Financial Time's readership and profiles. According to the project description, "a seamless campaign was created by sending a bonsai tree to key media buyers with an online media kit showcasing new feeds, widgets on readership profiles and case studies on financial times. To recapture their attention, a care package was sent 6 months later to convey the bonsai's relation to the brand's trust, integrity and wisdom." This campaign won a digital media award.Substance is a design studio with offices in France and Hong Kong. They offer strategy, identity, packaging, advertising, interiors, digital, social, and activation services. They brag a portfolio filled with only work they love to do, and a passion to make things beautiful and full of substance. Their website is very interesting and interactive (definitely worth a look), and don't  miss the landing page and loading animations.