Client: Eastspring Investments
Project Title: Busting bond myths and getting returns from bond funds
Eastspring Investments, part of Prudential plc, is one of Asia’s largest asset managers. As a key content pillar, they host an education portal called Greenhouse on their main site that offers tips and tricks to budding ESG investors.
Eastspring Investments approached us to create a 60-second animated video and an infographic to shed light on what bond funds are and how they can provide a regular income stream for investors.
The storyline of the video had to make use of analogies related to growth and blossoming in order to illustrate the point of how bond funds are a reliable investment option that will help customers ‘grow’ their wealth in time.
In order to ensure a cohesive visual direction, this animated video was to keep to the same ‘sunflower’ theme that has been consistently used across the Greenhouse hub.
On top of the animation, we were also commissioned to create an infographic of three myths around bond funds using the same sunflower concept.
We sought to put a fresh spin on the animation through the depiction of a sunflower farm and the work it takes to tend to them and ensure that they grow well.
We proposed using the different aspects of growing sunflowers as a metaphor for the various investment conditions of bond funds, where the bond fund managers are represented by the ‘farmers’.
Once we aligned on the creative concept with the client, we kicked off the scripting and storyboarding process. To build a strong message that would be brought across clearly to the viewers, both processes happened in tandem in order to ensure that the visuals would best represent the voiceover copy.
With the storyboard approved, we proceeded to animate the illustrations and record the voiceover.
As for the infographic, Eastspring provided us with the three myths (and the corresponding facts) that they wanted to showcase on their site.
Using this information as a guide, we crafted the infographic copy before conceptualising the accompanying visuals. After working with the Eastspring team to refine the overall design so that it accurately captures their intended message, we proceeded with illustrating the final infographic.
The video will be published on Eastspring’s Greenhouse content hub, under the section ‘Seeds for Growth’, while the infographic will sit on the same site under the section ‘Remove the weeds’.