Concepting for Franklin Income Fund Campaign

Over the past 30 years, many passive fixed income funds performed well across all types of bond funds. Exposure gave you everything you needed. But today things are changing and it’s time to re-look at that approach. Due to recent market shifts including rising interest rates, concerns around inflation and trade tensions, passive fixed income solutions may not be enough.

This concept talks to the sustained strength of this fund through its dynamic performance. The campaign had two phases, featuring different headlines and images with the same body copy and call to action. The first phase focuses on the relaxation enabled by it’s strong performance. The second phase uses a more direct sports metaphor for the strong performance of the fund.