Public, the platform for long-term investing, is inviting people to grow up. It has too. The launch of its new campaign marks the evolution of Public from a social investing app to a world-class investing platform built for investors who build and manage sophisticated portfolios.
Last week, Public announced that it had ended its social feed as AI features like its research assistant, Alpha, and investment index builder, Generated Assets, serve customer needs in a much more efficient and intelligent way.
The campaign, Investing for those who take it seriously, created in-house and produced by Bindery Los Angeles, leads with a 30-second spot featuring US actor, Timothy Olyphant, that pokes fun at the casual and risky investing culture that has emerged over the past years.
The spot is followed by a series of three Public member testimonials telling their own stories about how they take investing seriously. These stories spotlight various different business areas, including Public’s yield and fixed income products, and data and analytics using its AI-powered insights.
The campaign launched on Tuesday, June 10, across US cable, primarily focusing on business networks like CNBC, Fox Business News, and Bloomberg, as well as streaming and digital media like Meta and YouTube.
“When we launched Public in 2019, our focus was on social investing, but over time, the product became a complete suite for investors to grow their wealth,” stated Leif Abraham, co-founder and co-CEO of Public. “The sophisticated product attracted more sophisticated users, and this campaign is a stepping stone for the brand to move upmarket in tandem.”
“Public has evolved — and this campaign is designed to reflect that,” added Zach Dioneda, VP of brand marketing. “We set out to create a brand moment that grabs attention with Timothy Olyphant, and pairs it with a suite of spots featuring real members who take investing seriously. Together, it signals exactly who Public is today.”
Credits
Client: Public
VP Brand Marketing: Zach Dioneda
Principle, Copy: Alexander Ford
Director, Brand Design: Sam Jorden
Agency & Production Partner: Bindery
Founder, Lead Creative: Greg Beauchamp
Partner, Managing Director: Carter Collins
Executive Creative Director: Kim Devall
Producer: Laura Hockstad
Line Producer: Lendi Slover
Director: Connor Hurley
DoP: Peter Steusloff
Post Producer: Laura Hockstad
Editor: Chris Hilk
Colourist: Peter Steusloff
Sound Design: Jesse Springer
