Tapping into the psychology of trading and what it takes to be a successful trader.
The trading category has seen significant growth with new players entering the market and promoting the ‘ease’ of trading. As a consequence, the craft of trading has been sacrificed at a time when it has never been more valuable.
Working with Sunday Gravy, the team developed a strategy that taps into the psychology of trading and what it takes to be a successful trader.
Sunday Gravy Director and Founder Jack White said working with IG on how they can challenge the category was an exciting brief.
“Truth is that trading is hard. Our brains aren’t wired for trading but can be rewired to succeed.
"Psychological fitness is a combination of training and discipline. With dedication and perseverance, we can learn to calm our minds and perform under pressure. With almost 50 years of category experience IG are taking a leadership position, making IG the place where ambitious traders can develop their trader mindset, providing invaluable resources to help traders become the best trader they can be.”
In the brand’s first major campaign since 2020, Where Traders Are Made positions IG as a performance brand committed to traders’ success.
The film, directed by Michael Spiccia celebrates the hard work and commitment of being a trader.
Sunday Gravy Creative Founder Ant White said they wanted to create a campaign all traders could relate to.
“This film is a psychological and surreal journey that depicts a trader staying calm in the eye of the storm, despite the chaos and noise that can often be created in the mind.”
Beyond the creative which will feature on TV, radio podcast, social and OOH, IG partnered with trading psychology experts to launch an online content hub – bringing practical tips and actionable insights from decades of experience in the markets. For those who are committed to developing their trading, IG is there to assist every step of the way.
IG Group Regional Marketing Director Sian Chadwick is excited about challenging the category with this new campaign backed with education and resources to support its trader base.
“A growth mindset and the application of consistent and calculated action is key. IG provides intelligent and ambitious traders with tips and research to ensure they’re prepared for what’s to come.
“Trading is sophisticated. We’ve developed Where Traders Are Made to showcase the IG advantage for self-directed traders.”
Where Traders Are Made will be launched in Australia initially, with New Zealand, Singapore, the UAE and South Africa in the coming months.
Credits
Client: IG Group
Kevin Algeo, Head of APAC & Africa
Sian Chadwick, Regional Marketing Director
Raph Krell, Marketing Manager
Yao Yao, Marketing Executive
Agency: Sunday Gravy
Creative Founder: Ant White
Managing Director and Founder: Jack White
Creative Director: Derek Anderson
Creative Director: Jonty Bell
Senior Art Director: Alex Crampton
Executive Producer: Stephanie Leddin
Strategy Director: Jenn Chin
Senior Account Director: Matt Strutte
Account Manager: Kathleen Hallahan
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Kate Gooden & Adrian Shapiro
Associate EP: Morgan Benson-Taylor
DOP: Jeremy Rouse
Production Designer: Steven Jones-Evans
Edit Facility: Arc Edit
Editor: Lucas Baynes
Post Production: Skirmish
Sound: Rumble Studios
Sound Engineer: Liam Annert
Music Supervision: Rumble Studios
Casting: Peta Einberg Casting
Stills Retouching: Cream
Media agency: Wavemaker
Client Managing Partner: Gabriella Stewart:
Client Associate Director: Kohan Carruthers-Taylor
PR agency: Dentsu Creative Public Relations
Managing Director: Simone Pipkorn
Business Director: Madeleine Page
