To show investors that their Exchange Traded Funds (ETFs) weren’t the boring underachievers that they thought they were, iShares literally brought the product to life. Through the story of an overachiever named Eleanor T. Fitzsimmons – whose initials are ETF – investors learned that iShares ETFs were capable of much more than they expected. To match the ambition of these products, DDB San Francisco combined physical sets, digital backgrounds and extensive VFX to create a unique, modern world for the story that transcended the financial services category.
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