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Van Kampen Investments

Project Description

When Van Kampen Investments asked us to overhaul their college savings fund branding, we started with a strategic departure: rather than competing directly with other funds, and the category's overused "invest in your child's future" thinking, we positioned the CollegeCounts 529 Fund as a smarter gift than kids typically receive. The audience, grandparents and parents, often shower young children with toys and other gifts that don't last. By exaggerating the not-so-smart gifts, the juxtaposition is abrupt, and the College Counts 529 looks very smart indeed.

Quick Facts

At the time of this production, Van Kampen Investments was based in Chicago, Illinois, and was the asset management arm of Morgan Stanley & Co. They most recently merged with Invesco in Houston, Texas.

Year: 2009 - present
Client: Van Kampen Investments
Title: Give Smart