I creative directed this work for Old Mutual where the objective was to reposition this long-standing quiet brand and bring it to the attention of new customers. The idea was to draw notice to the unexpected ways that Old Mutual was  always at work. The hero, humble yet experienced, strong and effective. In a world of hype - Actions Speak Louder.

We designed the message and the media to work closely together to showcase the unexpected places the results of Old Mutual’s work behind the scenes might be realized. Evidence, capped with our tagline of “Actions Speak Louder” showed up in novel places where our audience was likely to be looking.