J.P. Morgan
Seizing an opportunity to challenge a challenger brand
When Robinhood’s platform collapsed during the GameStop frenzy, J.P. Morgan had a rare opening to introduce its new self-directed investing product. Our creative approach was to lean into the brand’s natural strengths—trust, stability, and credibility—and push its traditionally conservative voice to draw a sharp contrast with Robinhood’s recklessness. The result was a campaign that reframed “safe” as smart, positioning J.P. Morgan as the reliable choice in a moment of market chaos.
