The Challenge
Invesco QQQ is an exchange-traded fund (ETF) that tracks the Nasdaq-100, giving investors exposure to some of the most innovative companies in the world. It is well known among financial advisors as a leading tech-focused ETF. However, financial services have become one of the fastest-growing categories in the U.S., with ad spend projected to increase by 11.5% annually. This surge in investment and competition has made it increasingly difficult to stand out. To break through and earn a place in the consideration set, we needed to create work that captured the dynamism of QQQ. Our challenge was clear: develop a campaign that was impossible to ignore and could shift the conversation to increase consideration of Invesco QQQ.
The Solution
Financial advertising has a formula. Innovation Changes Everything broke it entirely. Instead of relying on charts, returns, and market data, we asked simple but disarming questions: What if Caesar had access to a real-time sentiment tracker showing how the crowd felt about the gladiator? What if the Greeks had tried to sneak the Trojan Horse past a modern imaging scanner? The absurdity was intentional. By placing modern technology into some of history’s most iconic moments, we made people feel how dramatically innovation can change outcomes. Through comedy, craft, and a genuinely surprising creative idea, we achieved what data points alone could not: making a financial product emotionally resonant and disruptive.