Ruf Lanz: Neanderthal for VZ Vermögenszentrum
Ruf Lanz won the advertising mandate for VZ Vermögenszentrum's rule-based investment models. The campaign shows: You shouldn't rely on primal instincts.
The starting point: Greed and fear have influenced human behavior since time immemorial. Even today, these primal instincts are the undoing of many investors. When prices fall, they rush to sell. And when prices rise, they miss out on realizing their gains. With rule-based investment models, these basic human instincts are eliminated: Securities from asset classes with good performance are automatically sold, and securities from asset classes with poor performance are automatically added to. These fixed rules lead to better returns. This is also proven by the successful investment models of Harvard and Yale universities, as the agency writes in a press release.
Ruf Lanz's campaign is strikingly different from conventional financial advertising: Using the example of Neanderthals in business attire, it is shown that today it is better not to rely on one's primal instincts. Ruf Lanz collaborated with photographer Jonathan Heyer and sculptor Gerd Caris for the elaborate production.
The three subjects appear specifically in the business press.
Responsible at VZ Vermögenszentrum: Matthias Reinhart, Gabriella Hollenstein, Marc Weber. Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (creative direction), Isabelle Hauser (art direction), Thomas Schöb (text), Dave Schellenberg (graphics), Nathalie Jakober (consulting), Sebastian Durband (consulting management). Photography: Jonathan Heyer. Model making: Gerd Caris. Image processing: Patrik Rohner.
