Keeping Their Heads: How IG and Sunday Gravy Found Tranquility Amidst the Trading Storm

Those who loved the thrill of trading their way to a shiny Charizard back in primary school know that the trade market can be a frantic, and anarchic, place.  

That’s partly why financial trading platform IG partnered with Sunday Gravy, an independent advertising agency based in Victoria, Australia, to create an ad that doesn’t shy away from the chaos of trading. Instead, its cinematic spot leans into an authentic depiction of what it’s like to be a trader. 

While the world of trading isn’t something that the everyday person naturally steps into, ‘Where Traders Are Made’ produces a narrative that is accessible to all. Whether the audience is first-time traders or seasoned professionals, the campaign excels at creating a sense of authenticity within the craft. 

Reflecting on the origins of the campaign, IG Group’s regional marketing director Sian Chadwick touches on the need for a “creative partner who could think like a challenger and bring this platform to life,” given the “noise” of the trading world. While other brands gamify trading, she says that IG needed an advertising agency that was going to set it apart from the rest, “driving brand awareness and pulling through to consideration among ‘core’ ambitious traders.” 

Sunday Gravy took that brief and ran with it, creating a campaign that hones in on the brand's integrity. Following the agency’s ‘Ideas That Last’ philosophy, Ant White, creative partner at Sunday Gravy, says the company is “constantly trying to partner with the best directors and production companies to create work that stands out.” 

When asked about the creative process, Ant says, “Promoting trading success and the flashy rewards feels irresponsible. A lot of brands are pretending that trading is easy. But the truth is that trading is hard. For psychological reasons - our brains aren’t naturally wired for this type of high-intensity pressure.” He continues, “Creating a campaign that acknowledges the mindset of a trader allowed us to speak to traders that are in this for the long haul, and hopefully allowed traders to see themselves in the campaign.”

The spot sees the hero trader enter their study, sit down, and start using IG whilst the world around them slowly starts to descend into pandemonium. The ground shakes, the room spins, the TV flashes with market crashes - and yet throughout, the hero trader remains calm and focused. 

Ant explains, “We wanted to lean into this feeling we all relate to and create a visual representation of this chaos. This allowed us to portray our hero trader in stark contrast - calm, focused and not reacting to the noise in his mind. 90% of the film was shot in-camera which allowed for a filmic quality that hopefully stands out from modern camera techniques.” 

Both Sian and Ant note that ‘Where Traders are Made’ is “more than an advertising campaign” but rather a showcase of the company's DNA as an educator and its commitment to traders. Moving beyond the OOH and social aspects of the campaign, both agency and brand have also committed to launching an online content hub. 

Ant confirmed that they have partnered with trading psychology experts to develop the online hub, “bringing practical tips and actionable insights from decades of experience in the markets. This performance mindset will now inform all our marketing channels”. 

The brand has also joined forces with the Melbourne Football Club to further its understanding of a player’s mindset to better inform its decisions, and tailor the platform to the right audience. 

Ultimately, it seems as though Sunday Gravy’s commitment to ‘Ideas That Last’ has found a perfect partner in IG. In the months ahead, both Ant and Sian tell us, they’ll continue to work to develop the brand through multiple platforms. In the chaotic world of trading, Sunday Gravy and IG have mastered a clarity that helps the brand cut through.