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Fidelity International, a global investment and retirement savings business, has unveiled ‘Be Invested’, a campaign and creative platform designed to inspire customers to invest with confidence and a long-term mindset. Developed in partnership with creative agency AnalogFolk, the campaign aims to engage both new and existing customers by emphasising that investing is more than just a financial decision - it's about building your future life around the things that matter the most to you. 

The ‘Be Invested’ campaign is built on the insight that for many, investing can feel complex, daunting, and disconnected from personal goals. The campaign repositions investing as a commitment to building a future filled with meaningful moments, instilling confidence in customers by positioning Fidelity as a trusted partner with deep expertise, a long-term investment outlook and unwavering support.

At the heart of the campaign is a 30-second hero film - directed by Jacob Hopewell - which uses a single, evolving set and a seamless one-shot format to follow the journey of a couple through key life milestones. From their first meeting to marriage, parenthood, and the beginning of an exciting new chapter in retirement, the film illustrates how small, consistent investments lead to richer and more fulfilling life experiences.

‘Be Invested’ will run as a fully integrated multi-channel campaign across on and offline channels using a mix of AV and static formats. 

The campaign prioritises customer engagement across multiple touchpoints and invites conversation with investors about how 'invested' they feel in their financial ambitions. ‘Be Invested’ is designed to evolve throughout the year, reinforcing Fidelity’s presence through intelligent ecosystem planning and creating meaningful brand interactions.

Production was led by AnalogFolk Group’s production company Untold Fable.

Jamie Bullock, chief marketing officer, global platform solutions, Fidelity International said, “Our new platform, “Be Invested,” is rooted in the insight that investing, for most people, is a means to an end. Whether they’re new to investing or more experienced, investors are focused on creating positive outcomes and financial security for themselves and their families.

The campaign looks to encourage a mindset shift from simply putting money away to actively participating in a journey, aligning your investments with your values and aspirations. With an internal manifesto underpinning all aspects of the campaign, we’re committed to supporting our customers to achieve their goals.”

Matt Dyke, chief strategy officer, AnalogFolk Group said, “Too often investing is thought of as just a financial act. But in terms of the impact on what matters in people's lives, it really means much more than that. Fidelity understands this need to take the long-view on investing better than anyone"