Sara Abuzinadah – Senior Copywriter

A Toronto-based creative with good ideas and even good-er grammar.

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MD Financial: Fossil Fuel Free Funds

CLIENT: MD Financial

PRODUCT: MD Fossil Fuel Free Funds

TARGET: Millennial investors who want to maximize their returns while doing good.

THE BRIEF: How do we create awareness around this new product?

THE CONCEPT: Small change, big difference.

Divesting from fossil fuel corporations is a small change in your financial portfolio can make a big difference in our future. This campaign sought to visualize that difference with stylized illustrations, accompanied by copy that raised awareness about the launch of this new mutual fund – focusing on its positive impact on the planet rather than its details, which are thoroughly explained on the accompanying website that the CTA directs to.


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