IG Group launches new ‘Where Traders Are Made’ brand campaign via Sunday Gravy
The trading category has seen significant growth with new players entering the market and promoting the ‘ease’ of trading. As a consequence, the craft of trading has been sacrificed at a time when it has never been more valuable.
Working with Sunday Gravy, the team developed a strategy that taps into the psychology of trading and what it takes to be a successful trader.
Sunday Gravy director and founder Jack White said working with IG on how they can challenge the category was an exciting brief: “Truth is that trading is hard. Our brains aren’t wired for trading but can be rewired to succeed. Psychological fitness is a combination of training and discipline. With dedication and perseverance, we can learn to calm our minds and perform under pressure. With almost 50 years of category experience IG are taking a leadership position, making IG the place where ambitious traders can develop their trader mindset, providing invaluable resources to help traders become the best trader they can be.”
In the brand’s first major campaign since 2020, Where Traders Are Made positions IG as a performance brand committed to traders’ success.
The film, directed by Michael Spiccia celebrates the hard work and commitment of being a trader.
Sunday Gravy creative founder Ant White said they wanted to create a campaign all traders could relate to: “This film is a psychological and surreal journey that depicts a trader staying calm in the eye of the storm, despite the chaos and noise that can often be created in the mind.”
Beyond the creative which will feature on TV, radio podcast, social and OOH, IG partnered with trading psychology experts to launch an online content hub – bringing practical tips and actionable insights from decades of experience in the markets. For those who are committed to developing their trading, IG is there to assist every step of the way.
IG Group regional marketing director Sian Chadwick is excited about challenging the category with this new campaign backed with education and resources to support its trader base: “A growth mindset and the application of consistent and calculated action is key. IG provides intelligent and ambitious traders with tips and research to ensure they’re prepared for what’s to come.
“Trading is sophisticated. We’ve developed Where Traders Are Made to showcase the IG advantage for self-directed traders.”
Where Traders Are Made will be launched in Australia initially, with New Zealand, Singapore, the UAE and South Africa in the coming months.
Client: IG Group
Kevin Algeo, Head of APAC & Africa
Sian Chadwick, Regional Marketing Director
Raph Krell, Marketing Manager
Yao Yao, Marketing Executive
Agency: Sunday Gravy
Creative Founder: Ant White
Managing Director and Founder: Jack White
Creative Director: Derek Anderson
Creative Director: Jonty Bell
Senior Art Director: Alex Crampton
Executive Producer: Stephanie Leddin
Strategy Director: Jenn Chin
Senior Account Director: Matt Strutte
Account Manager: Kathleen Hallahan
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Kate Gooden & Adrian Shapiro
Associate EP: Morgan Benson-Taylor
DOP: Jeremy Rouse
Production Designer: Steven Jones-Evans
Edit Facility: ARC EDIT
Post Production: Skirmish
Music & Sound: Rumble Studios
Sound Engineer: Liam Annert
Music Composer: Adam Moses
Casting: Peta Einberg Casting
Stills Retouching: Cream
Media agency: Wavemaker
Client Managing Partner: Gabriella Stewart
Client Associate Director: Kohan Carruthers-Taylor
PR agency: Dentsu Creative Public Relations
Managing Director: Simone Pipkorn
Business Director: Madeleine Page
27 Comments
Rarely finish an ad and want to see more. This is damn fine.
I love an ad that feels more like a short film. Bravo.
But I did.
This is quality
30 second idea in 90 seconds.
You get it
This is an ad for trading, not whatever the product is. Already forgotten the name. Don’t know what it does.
Simple, fun. Love it.
Really quite beautiful, well done, but the supers explaining the story at the end is a let down. Firstly you have to tell me he was trading – that should be evident from the film. Second you’re telling me “Stay calm in the storm” – the exact thing I just spent 90 seconds watching. Waste of screen time and emotionally disengaging.
A cut to the logo and tag line would have felt more cathartic. Don’t treat the audience like idiots.
Why didn’t you want to like it? Tell me, what does that even mean? You plonker.
Beautifully made, the craft really stands out in a sea of average.
Who signed off on the print and OOH? Lordy, that is poor.
Great work Derrick and Jonty. Love it.
Lovely work J&D.
Dad, was that your commercial?
You’re kidding aren’t you? The print is woeful and the film is dull.
There are a million terrible stock shots of business people in the ‘storm’. This is just that with some film craft glitter. Polishing the proverbial. Branding is terrible too.
the film idea is cool, although it could be for a mid 90’s office printer ad. And then I looked at the OOH and it’s for a 90’s office printer ad.
What is it?
Is it somewhere I can trade shares?
Is it a training program for wannabe share traders?
I genuinely have no idea.
So here’s an idea; why not start by telling me what it is?
Then I might be able to make sense out of the chaos I’ve just watched.
Must have been a great Sell job by the Agency. And the client decided to buy buy buy. Doesn’t make me think anything of the IG brand which is why I suspect they nervously asked for the logo to sit on screen for the majority of the film. Its poorly branded even with it throughout. Because I feel nothing. And the print looks like it was done in AI. Shame.
First MYOB, now this.
And we wonder why the ad industry is dying?
Can’t at all compare the myob dribble to this.
It’s really just a total waste of money.
Maybe all traditional moving image advertising is a waste of money? We should all get other jobs?
Nice work jonty and Derek.
Nailed it.
Nice Jonty!
A Spiccia special.
I started investing in shares over the past year. I’m not a trader but know that it’s not for me.
Traders make bigger buy and sell amounts and leverage those amounts to make any potential wins (or losses) even bigger.
Traders short companies in order to profit from drops in share prices.
They depend a lot on algorithms to help scrape profits from the smallest pip movement.
That’s a trader.
I’m really not sure what this ad is saying.
What actual benefit does IG offer? What edge can they give a trader?
Forget mindset, give me insights. Give me smart data about businesses. Give me algorithms. Give me fast transaction speeds.
Nice SFX but I feel the strategy lacks an understanding of what attracts a trader. Maybe it’s meant to appeal to a newbie trader.
It’s like the MYOB ad. It doesn’t really understand the audience.