Brookfield
Partnering with Brookfield, one of the world’s largest alternative asset managers, we launched the second iteration of the Zero Compromise campaign.
Our ultimate goal: to reframe decarbonization in the eyes of institutional investors from a costly, time-consuming process with limited returns to a strategic path forward aligning profitability with sustainability.
Our creative theme, "Questions for the Future," derived from the Zero Compromise platform, highlighted the tension and unexpected upside of environmental impact becoming interdependent with economic value. Through written provocations around this dual mandate and visual juxtapositions of clean and "dirty" energy types, we invited investors to see decarbonization through a new lens.
Today, there is an increasing need for sustainable initiatives, but most investment in clean energy goes toward already green industries—leaving carbon-intensive sectors without the funding needed to drive real transformation. Brookfield saw a critical opportunity to lead with a distinct message: With Brookfield, there is no tradeoff. Investors can make a positive impact on the environment while earning superior returns.
This video introduced the concept, appearing across LinkedIn, Meta, CTV, OLV, and YouTube. In total with the second video shown below and respective 0:15 cutdowns, the series garnered 24 million views across channels.
Whereas the first video focused on introducing the concept of Zero Compromise and Brookfield’s Renewable Power and Transition strategy, the second answered “Why Brookfield?”—speaking to the firm’s ability to deliver for investors through to its global ecosystem, operating excellence, and industry expertise.
Sampled above, ads across esteemed publications with global reach including Barron’s/The Wall Street Journal; AM Markets Newsletter; Financial Times; Business Times; Institutional Investor; and Strait Times.
Overall, the ads outperformed benchmarks, resulting in a 10.1% lift in overall brand opinion, reflecting a more positive perception of Brookfield, and a 9.1% lift in brand perception around Brookfield’s focus on renewable power and transition assets.
All campaign activity drove to a Brookfield Zero Compromise landing page, centered on the questions driving the future of transition investing. The content helped further position Brookfield as an experienced, intelligent leader in the space, and introduced its three thematic buckets: clean energy, business transformation, and sustainable solutions. We also used compelling data from other global entities to substantiate the urgency and potential of investing in renewable power and transition assets.
Creative Director: Jason Jones
ACD: David Decepida
Designer: Jeremy Paraan