getting there starts here

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Credits

Role: Creative Direction / Art Direction
GCD Copy: Tom Greenwood
CDs: Sei Rey Ho / Jay Marsen
SENIORs: Molly Schenkel / Alec Reda
ECDs: Mike Hahn / Ryan Blank
CCO: Shayne Millington
Senior Producer: Chris Badano / Kelly Krincek Mel Olar / Amber Briscoe
EP: MJ Soler / Mihae Mukaida
Architect: Merica May Jensen
Directors: Scott Perry / Max Malkin
Production: Imposter / Pretty Bird

Brief

For decades, State Street has been a household name for intermediary investors.

With the massive, new influx of retail investors - State Street needed a way to speak to an entirely new audience.

Born from the same State Street ethos, that created the world's first ETF (SPY) - introducing: getting there starts here.

To launch the campaign, as State Street was inside NASDAQ, ringing the bell - we released our film The Loudest Bell. Then we let the bell reverberate into Times Square, and invited everyone to help us set a Guinness World Record.

Spoiler alert: we did it, and Guinness was there to make it official.

The day culminated in a surprise, special guest performance by Gwen Stefani.