FactSet, a global financial digital platform and enterprise solutions provider, has unveiled a B2B campaign that demonstrates how, when it comes to the facts, context is everything.
Titled “Not Just The Facts,” the campaign from agency VSA shows what happens when members of the investment community are pelted with increasingly absurd and irrelevant facts. The ending reminds viewers that getting just facts—without context or personalization—is useless.
“The premise is comedic, but the point it makes is 100% true: The investment community is overwhelmed with information,” said FactSet CMO Jenifer Brooks. “FactSet provides our clients with industry-leading breadth and depth of data through an intelligent platform that ensures they’re getting not just the facts, but also the context they need to make the most of these facts.”
Thinking Machine’s Docter Twins–Matthew and Jason Docter–directed the package of comedy campaign spots, including this :30 titled “Donuts” in which one fact spawns assorted follow-up bits of info that could be charitably described as nonsensical in the big picture.
“The best way to stand out is to do something really memorable and different, and FactSet really embraced that with this campaign,” said Kim Mickenberg, associate partner and executive creative director at VSA. “There’s a misconception that B2B advertising has to be less interesting and emotional than consumer-facing ads, but the truth is that B2B buyers are people, too—and people love to laugh.”
“You know it’s a special project when the entire crew is enjoying each take just as much as the agency and client,” said Matthew Docter.
“We got involved early on because Kim’s scripts were so good, and we couldn’t have asked for a more creative collaboration,” Jason Docter added. “The teamwork on set kept us nimble and enabled us to capture a lot in a single shoot day.”
The Docter Twins are alums of SHOOT’s 2008 New Directors Showcase. The FactSet campaign is rolling out across digital, streaming, and CTV this week.
CreditsClient FactSet Agency VSA Kim Mickenberg, Josh Berta, associate partners/executive creative directors; Jessica Sochol, associate partner/strategy; Jessica Brown; associate director/strategy; Meghan Schulist, creative director; Sarah Trent, associate director/design; Tarek El-Mofty, associate partner/executive director, production; Bryan Haney, director, motion production; Thomas Horne, director, editorial & animation; Nate Pence, motion editor; Maria Erdmann, sr. copy editor; Ronnie Crecco, music composer. Production Company Thinking Machine Docter Twins, director; Alon Simcha, exec producer; Alexandra Byer, line producer; Kip Bogdhan, DP; Ursula Barker, art director; Lauren Charkow, casting director.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More