Working with Publicis Conseil and Prodigious, BNP Paribas Asset Management is launching a new approach to communicating about its business with the docuseries ‘The Ripple Effect’.
The aim of the campaign is to respond to the demand for a better understanding of the asset management business and for concrete evidence of the approach of an investor like BNP Paribas Asset Management. It is an opportunity for the brand to affirm both its positioning as ‘The sustainable investor for a changing world’ and its mission to generate sustainable returns for its clients by combining financial and extra-financial analysis.
It is based on a simple idea: it is by combining different perspectives that BNP Paribas Asset Management can decipher the most complex issues and drive performance for its clients.
This creative territory is carried by a series of documentary episodes highlighting issues as varied as preserving biodiversity in the pharmaceutical industry, food waste, the new energy challenges posed by AI and sustainable forest management, while illustrating how innovative solutions can have a positive impact in terms of both financial performance and sustainability.
Each episode is written in the form of a short documentary by a specialist journalist. It offers an unconventional starting point – a horseshoe crab, a strangely shaped tomato, a piece of wood in space or an energy-guzzling artificial intelligence – and highlights the links between cause and effect, commented on by scientists, industry players and, of course, the asset management professionals at BNP Paribas Asset Management.
The campaign is based around 4 video episodes of less than 5 minutes, broadcast directly on the brand’s corporate website, accompanied by articles exploring the subjects in greater depth. Several digital assets including 30-second teasers for each episode will be aired across Europe.
