IG Markets, a global fintech company serving traders and investors for over 50 years, has launched its biggest consumer brand campaign in Australia to date, introducing a new platform that challenges outdated ideas about wealth and investing.
Created by independent creative company Princess, ‘This is New Money’ is a multi-year brand platform that reframes investing for a generation whose relationship with money looks fundamentally different from those before them.
Rallying against the stuffiness, exclusivity and symbols of the old wealth playbook, the platform opens the doors to all investors who want to build long-term wealth on their own terms.
The new platform is introduced through a cinematic hero film before expanding into a suite of creative executions that redefine what “new money” really means. At the centre is IG Markets’ newly launched trading app, an all-in-one investing experience that brings together Australian and global shares, ETFs and crypto in one place, making investing more accessible to financially savvy Australians.
In the hero film, directed by Dylan Duclos through Collider, the protagonist rejects the outdated rules of wealth-building in favour of a new way forward. Turning his back on the old playbook, he embraces investing on his own terms, inviting Australians to rethink what building wealth can look like today.
Beyond the hero film, the campaign expands through a series of New Money Mantras and product-focused executions highlighting the breadth of IG Markets’ offering, including zero-commission investing across local and global shares, ETFs and crypto and more than 50 years of expertise.
Geoff Howland, head of marketing at IG Markets: “For too long, too many Australians have felt shut out of building wealth on their own terms. ‘This is New Money’ is IG Markets’ answer – a platform that backs everyday Australians to invest their way, with the tools and confidence to forge their own path. We fell in love with this idea the moment Princess pitched it to us, and working with them since has only deepened that conviction. They’ve brought an exceptional level of craft to this platform while never losing sight of the strategic idea underneath it. This isn’t just a campaign line, it’s the perfect encapsulation of what we believe in as a business and our vision for the future of building wealth.”
Sam Dickson, creative founder at Princess, said: “Money has changed. The way people earn it, invest it and think about it has fundamentally shifted. We wanted to create a platform that acknowledges this rather than just advertising another investing app. Kudos to the team at IG Markets for encouraging this new approach. Importantly, ‘This is New Money’ gives IG Markets a point of view as a brand that can live well beyond any one campaign.”
The campaign launches nationally across television, online video, social, audio, digital and out of home.
Credits
Client:
IG Australia
Head of Marketing: Geoff Howland
Senior Brand Marketing Manager: Raph Krell
Marketing Campaign Executive: Rose Butcher
Agency:
Princess A Creative Company
Founders: Beth O’Brien, Cameron Bell, Sam Dickson, Jonny Berger
Chief Strategy Officer: Lilian Sor
Executive Producer: Renata Barbosa
Client Lead: Cece Chieng
Design Director: Josh Hart
Head of Studio: Grant Graham
Media:
Wavemaker
Group Planning Director: Elizabeth O’Dowd
Client Director: Shannyn Hide
Production:
Production Company: Collider
Managing Partner & EP: Rachael Ford-Davies
EP: Tom Slater
Director: Dylan Duclos
Production Manager: Linda Sapier
DOP: Stefan Duscio
Production Designer: Jackson Dickie
Costume Designer: Emma Kalfus
Casting: McGregor Casting
Casting Director: Stevie Ray
Editor: Sam Wickham
VFX: FIN Design + Effects
VFX Supervisors: Mikey Brown + Rob Grbevski
Flame Artist: Jacob Street
Executive Producer: Emily Newbould
Colourist: Yanni Kronenberg
Sound Design & Original Composition: Sonar Music
Retouching: Limehouse
