The Garden, Holiday Films and Adam Reid Bring Fresh Perspective to Mackenzie Investment's Latest Spot

All too often, financial advertising is dull and full of jargon. Mackenzie Investments’ latest work (and their first major investment in video production) breaks up that monotony by transporting viewers to an art gallery where a fund manager’s extra-analytic ability proves its worth in unexpected ways.

Led by Toronto independent agency, The Garden, and directed by Holiday Films’ Adam Reid, the campaign introduces us to Wendy, an 'Over-Seer' with a knack for cutting through the noise. As she looks at a painting, she’s surrounded by different characters—including an 'Over-Thinker' and an 'Over-Sharer'.

While the others attempt to interpret the painting and talk in circles, Wendy simply steps forward and delivers her verdict: the painting is fake. And, she points out - it’s crooked.

“Unlike competitors in the space, we wanted to cut through the clutter of jargon and break free from the sea of same, to entertain people with a simple human story; the value of seeing things others miss,” said The Garden’s ECD Lindsay Eady.

“We had fun with caricatures of people who miss the mark, only to showcase our hero as the expert who can truly see the bigger picture.” The concept pairs this comedic tale with a killer tagline: “See things others miss.” It’s a simple line that ties nicely with the spot and Mackenzie Investments’ brand positioning.

“A narrator, quirky archetypal characters, a timely lesson - it felt like a fable to me, so that’s what we set out to make, something whimsical,” says Adam, who both directed and edited English and French versions of the spot. ”The story is both larger-than-life, and grounded in reality, and I wanted to give it a visual energy that you don’t often see in financial spots.”

Adam’s direction and collaboration with The Garden Agency infuses vibrant colours, fun characters, and a dynamic camera style that seamlessly connects one character to the next, all while balancing a poignant lesson about sound investing. Reid also edited the spot with Recess Post (a part of Holiday United Group).

“Adam did a wonderful job of adding charm and personality to the spot, while maintaining a sophisticated and elegant feel that would resonate with our B2B target,” added Lindsay.

In a category where many brands struggle to differentiate themselves, Mackenzie Investments has found a fresh voice that aims to spot what others miss.