Brookfield: Introducing a $1T Giant to the World
For over two decades, Brookfield was content to be a quiet force behind global infrastructure, real estate, renewable power, and private equity. But with ambitions to double in size in five years, quiet was no longer going to cut it.
The “Own what’s next” brand platform launched with a cinematic 60-second spot during the NCAA Final Four, followed by placements in the NCAA Men's Championship Game and The Masters.
It continued with a marquee presence in Times Square, as well as immersive digital takeovers of Grand Central Terminal and Penn Station. The campaign extended into print with full-page placements in The Wall Street Journal and Barron's, supported by a broad ecosystem of digital and social media activations.
RESULTS (After 4 Weeks):
Ad Recall up 61%
Brand Favorability up 17%
Intent to Invest with Brookfield up 21%
(Above) The launch film, directed by Henry Scholfield, brought Brookfield’s unique, ownership mindset to life. Created with Jed Grossman (CCO/AD).
(Below) A cross-section of the NYC takeover and select print placements.
