Australian Ethical Archives

Sydney, Australia – Ethical investment firm Australian Ethical has launched its latest campaign through film and OOH displays, encouraging Australians to invest in bringing positive change to help save the planet.

Made in collaboration with Paper Moose, Australian Ethical’s campaign showcases awe-inspiring footage sourced from a variety of nature photographers, championing nature’s beauty and life that is worth saving.

The campaign also amplifies the company’s commitment to influence change on a corporate level, helping to invite more Australians who want their investments to support decarbonisation, emissions reductions and social good.

Talking about the campaign, Maria Loyez, chief customer officer at Australian Ethical, said, “We love the natural beauty and the sense of a community movement in this vibrant campaign. We want all Australians to know that ethical investing has the power to grow your money and influence change, and the more people that switch to ethical options, the bigger difference they could potentially make.”

Meanwhile, Brad Bennett, head of client success at Paper Moose, commented, “Investing with Australian Ethical allows each of us to harness the power of money to deliver both returns and positive change for people, planet and animals which is pretty rad.”

Australia – Sydney-based ethical wealth management company, Australian Ethical, has appointed purpose-led independent agency Paper Moose to be its new creative agency partner.

With this partnership, Australian Ethical will be the latest addition to Paper Moose’s growing clean and green client roster — joining eco financier Brighte, carbon-neutral telco felix, and the NSW Environmental Protection Agency.

Paper Moose said it is awaiting B corp certification, hoping to soon join Australian Ethical as a recognised social and environmental high performer.

Kate Holdsworth, Paper Moose’s creative director, shared that it is an honour to work with a company that has paved the way for in-kind business practice, proving social, and environmental sustainability can offer strong returns.

“With the rise of conscious consumerism and more people understanding the power of their investment choices, we’re excited to help Australian Ethical connect with new audiences and strategically increase their positive impact,” said Holdsworth.

Meanwhile, Alex Pace, Australian Ethical’s head of brand and content, noted that they were immediately impressed with Paper Moose’s fresh, dynamic, and collaborative approach.

“Our shared values and vision for the future as the market leader solidified the partnership and we look forward to launching our new brand platform,” said Pace.

The move follows Paper Moose’s repositioning to ‘The change makers’ and the announcement of their Buy One Give One initiative, designed to support innovators working to decarbonise the economy.

Sydney, Australia – Sonic branding has been one of most unique facets within the advertising space. Brands that use this aim to create a sensory experience for their customers to feel more connected to the brand. But what if that sonic branding is not only made for awareness of the brand but also towards a social awareness movement?

Enter the latest audio logo from Australian Ethical, a superannuation fund that works for social change through smart investment. Their latest audio logo campaign aims to encourage Australians to look at how they can use their money to change the world, hence investing ethically.

The audio logo is conceptualized and composed by the team at The Studio at SCA, SCA’s commercial creative services division. The song itself takes direct inspiration from the sound whales make in their marine ecosystem.

The release of the audio logo coincides with the UN Climate Change Conference, recently held in Glasgow, with a focus on tackling climate change worldwide.

Josey Hasrouny, brand campaign manager at Australian Ethical, said, “This campaign was extremely important to us – we felt the need to educate Australians and open their eyes to where their money is invested right now. We’re excited to partner with SCA to develop a unique audio logo made entirely from whale song that really aligns with our values and provides us with an even more distinctive brand.”

Meanwhile, Matt Dickson, national head of creativity for The Studios at SCA, commented, “It wasn’t enough to tell people about Australian Ethical and the good that they do. We wanted the campaign itself to do good as well. The best way to do that was to make sure all royalties earned from the music playing were donated to ocean conservation charities.

Dickson also added that every time the ad plays, the whales get ‘paid’, a metaphorical way of saying of helping save the environment. “The best advertising ideas show, rather than tell, and we’re very proud that this audio campaign leads by example,” he noted.

Thom Wood, creative director and composer at The Studio at SCA Sydney, said, “Australian Ethical’s purpose is to keep people focused on the future of our planet. It made absolute sense to use whale song as a musical device to not only help people remember the campaign, but to keep it environmentally focused as well.”

He further explained, “Showing people how beautiful a whale can sound is a great way to do that. Realizing that the entire music bed could be created from samples of whale song was a revelation.”

The song is up for streaming on SoundCloud.