Mackenzie Investments Goes Deliberately Out of Category With New Creative

Published on April 10, 2026

Mackenzie Investments is back with the second phase of its "See Things Others Miss" platform, replacing the literal financial imagery that dominates the category with a surreal, high-contrast animated world of portals, shifting landscapes, and ladders to the sky. Created by agency The Garden, the 2026 campaign shifts from the broad awareness push of last year's brand relaunch into product consideration territory, bringing specific investment capabilities to life through visual metaphor.

The hero film and its cutdowns illustrate three areas of focus: AI-powered quantitative investing, private markets, and the energy transition. In one scene a figure pulls back a brick wall to reveal a forest; in another, an expert eye guides a traveller across a pixelated bridge of light spanning a waterfall. Out-of-home creative pairs the illustrative style with sharp one-liners like "Take a calculated reward" and "We go to the dividends of the earth."

 

 

 

 

 

 

For financial marketers working in asset management, this is a useful example of a brand that committed to a distinctive creative platform and is now using it to drive consideration rather than retreating to category norms as the work matures.

Full story: Mackenzie Investments  

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