Asset management isn’t sexy to most people. And in a world stuffed full of content vying for people’s attention, traditional advertising is not a likely contender for its success. Publicis Conseil and Prodigious looked for something else to provide a better understanding of the asset management business and concrete evidence of the approach of an investor like BNP Paribas Asset Management.

They created a docuseries, The Ripple Effect, of episodes such as The crab who no longer wanted to give blood, with intrigue in their DNA.

The episodes highlight issues as varied as preserving biodiversity in the pharmaceutical industry, food waste, the new energy challenges posed by AI and sustainable forest management, while illustrating how innovative solutions can have a positive impact in terms of both financial performance and sustainability. And ultimately affirm the brand’s positioning as The sustainable investor for a changing world as well as its mission to generate sustainable returns for its clients by combining financial and extra-financial analysis.

The series is based on a simple idea: it is by combining different perspectives that BNP Paribas Asset Management can decipher the most complex issues and drive performance for its clients. Each episode is written in the form of a short documentary by a specialist journalist. It offers an unconventional starting point – a horseshoe crab, a strangely shaped tomato, a piece of wood in space or an energy-guzzling artificial intelligence – and highlights the links between cause and effect, commented on by scientists, industry players and, of course, the asset management professionals at BNP Paribas Asset Management.

The campaign’s four video episodes run at an easily digestible less than five minutes each ands are broadcast directly on the brand’s corporate website, accompanied by articles exploring the subjects in greater depth. Several digital assets including 30-second teasers for each episode will be aired across Europe.