Abundance lands mystery pink container outside Canary Wharf

The Abundance installation will be in place for one week in Canary Wharf, London
The Abundance installation will be in place for one week in Canary Wharf, London

Ethical investment company Abundance launched its new 'Consequences' campaign yesterday (8 June) by depositing a branded pink shipping container outside of London's Canary Wharf Underground station.

The installation is emblazoned with the slogan ‘Consequences – the least used word in the investment world’. The activation, co-created by Ambient Media and Kinetic Worldwide, has been designed to spearhead a wider media campaign developed by agency The7stars.

Digital screens in and around the financial district will further drive forward the campaign with the message ‘What’s big and pink and will make you think about how you invest?’ to drive support for the brand’s ethical investment options.

The activity will run for one week. It also includes print advertising in City AM and digital media advertising through wifi-enabled geo-targeting.

Bruce Davis, co-founder and managing director of Abundance, said: "After three successful and thought-leading campaigns, we asked The7stars for an idea that would leave our competitors trailing in our wake.

"Their team delivered a creative solution that not only takes crowdfunding to the next level, but which also makes a powerful ethical statement at a time when the industry as a whole is grappling with the problem of regaining public trust."

More: Samsung brings recharging station to Canary Wharf

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