Ode to Risk
Weaving together the worlds of football and finance through evocative storytelling
How do you turn a permanent brand presence into an experience that feels new? In year two of Moody’s partnership with MetLife Stadium, the New York Jets and the New York Giants, Moody’s had a new challenge: to be recognized as more than a logo on the wall occupying the stadium, but as a trusted voice within the fan experience.
Our strategy was to lead with a bold, new campaign that would not only elevate the fan experience but also reinforce Moody’s unwavering commitment to its clients throughout the Cornerstone Suite and stadium. The creative insight was simple: In both finance and football, every play, decision and outcome is shaped by how well one understands and manages uncertainty. Rather than positioning risk as something to fear, we celebrated it as the essential ingredient to progress and more specifically, the moment where confidence, strategy, and insight converge.
The idea came to life through the integrated campaign titled, “Ode to Risk”, weaving together the worlds of football and finance through evocative storytelling. We began with a visually arresting film that drew parallels between these two worlds where people must embrace risk to unlock opportunity. Afterwards, we extended the storytelling by upgrading the digital and OOH signage in and around the stadium.
Impact
The Ode to Risk film aired on local television spots in New York City and across social on Instagram, LinkedIn, and YouTube, garnering 360K+ video views and 506K+ impressions. The campaign has earned multiple awards, being recognized by the Financial Communications Society and the Communicator Awards.