CHALLENGE Fisher Funds wanted us to promote their KiwiSaver products and position the brand as approachable and family oriented. APPROACH People trust people far more than they trust companies. We created a series of three TVCs fronted by the CEO of Fisher Funds, a high profile industry spokesperson and respected personality, Carmel Fisher. We shot Carmel in her home environment, emphasising Fisher Funds’ family values, and establishing the company as friendly, knowledgeable and most importantly - trustworthy. OUTCOME The TVCs effectively raised Fisher Funds’ profile and convinced investors to commit despite the uncertain economy.