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ICEA LION Money Market Fund Product Campaign

Client: ICEA LION Asset Management / Year: 2025 / Disciplines: Advertising • Design • Photography

To launch the Money Market Fund in a way that demystifies investing and positions it as a smart, accessible option for people who want their money to work harder without feeling overwhelmed. The campaign needed to simplify the product, highlight its relevance to short and medium-term goals, and reinforce ICEA LION as a supportive partner in everyday financial decisions.

Background

Following the brand relaunch, ICEA LION began rolling out product-specific campaigns to translate the renewed brand perception into clear, tangible offerings.

The Money Market Fund presented an opportunity to show how ICEA LION could help people start planning in a simple, low-barrier way. While many consumers were familiar with the idea of saving, investments were still perceived as complex, risky, or only accessible to high-income earners. The challenge was to show the Money Market Fund as an easy, practical first step into investing, one that fits naturally into everyday life.

Creative Agencies: Shamba Creative Consultancy
Tribe of David Limited
Team: ECD: Jason Bruckner
CD: George Ngechu
Senior Copywriter: Dugald McDonald
Designers: Jabez Mwangi, Yvonne Pelly

Strategy Lead: Dick Omondi
Account Director: William Masine

Photographer: Sebastian Wanzalla
Production: Production House: Black Eye Production
Executive Producer: Lilian Maina

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ICEA LION Money Market Fund Product Campaign