T. Rowe Price wants to Invest In your future happiness

T. Rowe Price has launched a new brand campaign in its first project from advertising agency Doner.

The global investment management firm highlights how it helps clients invest by creating the financial stability to build the future they desire. The :30 spot, underscores how you’ll always remember your firsts: your first car, your first home, and so on. It then goes on to highlight that the happiness and memories that underscore those moments ultimately come to matter more. The video ends by driving home the message that you can’t buy happiness, but you can invest in it by preparing to build a better future.

This video launched will run alongside a digital campaign including online video, OLA, native ads, audio live reads, print, and site, with an expanded rollout in Q1 2022.

T Rowe Price – Happiness

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Agency Doner/Southfield
Production Company Viva Monkey
Director Duncan Wolfe

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Credits

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Agency Doner/Southfield
Production Company Viva Monkey
Director Duncan Wolfe
Creative Director Carla Butwin
Executive Music Producer Jon Moshier
Executive Producer Jennie Hochthanner
Group Creative Director Bryan Hutson
Group Creative Director Mark Cooke

Music Producer Fabian Halabou
Senior Art Director Rob Reid
Senior Copywriter Burke di Piazza
Edit Company The Underground (In-House at Doner/Detroit)
Colorist Kath Raisch
Editor Nikki Finn
Production Manager Stacy Langdon
Composer Lindsay Marcus

Creative Director John Regan

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David DeMuth CEO, Doner said: “Helping T. Rowe Price connect with a younger, more digitally-driven audience allows Doner to tap into our strengths in data-driven creativity and production for all platforms,” said David DeMuth, CEO of Doner, “we’re excited about the potential of this approach and campaign and how it can help shape future investors.”

Sylvia Toense, Head of Global Brand, T. Rowe Price adds: “We strive to create emotional connections with our audiences and bring the purposeful side of our business to life through the meaningful moments in life. This new brand campaign “Invest in Your Future” highlights the aspirations we all want in life; and acknowledges that while we cannot “buy” those aspirations, we have an opportunity to “invest” in them with T Rowe Price. Doner understood the art of balancing the both the emotional benefit of confidence with the rational benefit of better outcomes for clients. We are eager to reveal the work.”