Old Mutual South Africa: Nature of wisdom
Draftfcb South Africa
SUMMARY
This case study explores the nature of what it means to be successful in life. Old Mutual, a wealth protection and investment company, had been trying to attract the affluent market unsuccessfully for a few years. They had focused on individual material success. We repositioned the brand towards a new definition of success – one that focuses on the idea of a legacy, which is less concerned with how much money you’ve made, and more concerned about what you have done to make the world a better place. This...