Australian Ethical launches new brand campaign via indie B Corp, Paper Moose

Ethical investment company Australian Ethical has launched a new brand campaign in collaboration with independent, B-Corp creative agency Paper Moose.

The campaign aims to foster greater awareness and engagement in sustainable investment practices as a means of supporting and preserving Earth's ecosystems.

In a similar move, yesterday Alinta Energy rolled out its True Power brand platform via BMF and Buck, aimed at helping Australians’ understanding of the energy landscape and the journey towards achieving net-zero emissions.

These initiative occurs amidst growing discussions about greenwashing within the advertising sector, the discourse of which has gained momentum, particularly with the release of the exposure draft of the revised Environmental Claims Code by the Australian Association of National Advertisers (AANA) for public feedback in January.

See also: AANA targets greenwashing practices in advertising, CEO Josh Faulks declares, “it’s critical.”

Australian Ethical lists that since its establishment in 1986 it has maintained a prominent position in advocating for ethical investment practices within Australia. C

urrently managing over $9 billion in funds, the organisations growth suggests a strong interest among Australians in investment opportunities that align with principles of decarbonisation, emissions reduction, and social responsibility.

Maria Loyez, chief customer officer at Australian Ethical said of its latest campaign: "We love the natural beauty and the sense of a community movement in this vibrant campaign.

"We want all Australians to know that ethical investing has the power to grow your money and influence change, and the more people that switch to ethical options, the bigger difference they could potentially make.”

Brad Bennett, head of client Success at Paper Moose, added: “Investing with Australian Ethical allows each of us to harness the power of money to deliver both returns and positive change for people, planet and animals which is pretty rad.”

[embed]https://www.youtube.com/watch?v=YhYirM6gJ2Y[/embed]

Credits
Client: Australian Ethical
Chief customer officer: Maria Loyez
Acting head of brand: Sybil Williams

Agency/production: Paper Moose
Executive creative director: Nick Hunter
Head of client success: Brad Bennett
Creative director: Jeremy Willmott
Senior creative: Pete Saladino
Creative: Jazz Twemlow
Design director: Georgia Shillington
Designers: Tchaan Wilson-Townsend, Evelyn Tran
Strategist: Catherine D’Souza
Senior account director: Brigitte Harbrow
Senior integrated producer: Jon Buchan
Animators: Tom Spiers, Denys Nichele
Editor: Oliver Trauth-Goik
Retoucher: Alex Reznick
Colourist: Justin Tran
Composer, sound design and mix: Caleb Jacobs

Media: Benedictus Media

See also: Digital strategy from Paper Moose evolves first national Australian Cancer Plan