New Kid on the Blockchain
When NASDAQ entered the scene back in 1971 as the world’s first electronic stock market they were perceived as the new kid on the block. As technology shifted to electronic trading and the internet, NASDAQ would emerge as a stock market leader in the following decades and eventually reach their current position as the second largest stock exchange in the world.
Their success has been due in large part to how they’ve leveraged data, reporting, and automation in the Information Age. Now that they are an industry leader and established name in the world of trading, they felt it was time for a brand refresh. When our good friends at Mekanism reached out to us for help telling NASDAQ’s current brand narrative in three promo spots, we naturally put our thinking caps on and got to work.
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The fact of the matter is that NASDAQ is not just a stock exchange. It has become an entity focused on analyzing markets across the world and communicating insights to companies in order to help improve their performance.
It’s not every day that a company responsible for tracking $10 Trillion in market capital comes knocking at our door. We did some comparative research and watched Michael Douglas as Gordon Gekko in Wall Street and followed it up with Eddie Murphy and Dan Aykroyd in Trading Places to get into stock-market-mode. The fact of the matter is that NASDAQ is not just a stock exchange.
It has become an entity focused on analyzing markets across the world and communicating insights to companies in order to help improve their performance. We filmed live-action sequences with NASDAQ’s insistence that we use their actual employees as actors. We animated their props in order to communicate a clear narrative that showed how materials from around the world influence the products companies make, and ultimately the stock market at large.
Layers of Data
Our approach to this campaign consisted of two layers. The first dealt with the material aspect of some practical props used as symbols for how NASDAQ uses data to improve market performance. For instance, a soccer ball isn’t just a singular object but rather a collection of constituent parts like leather, rubber, and other materials that when combined create a whole that is greater than the sum of its parts. For this first layer, we showed how raw materials, manufacturing and distribution impact economies, and trade, when products like soccer balls, coffee, and pencils are made and shipped around the world.
This project was brought to us by our good friends at Mekanism and it ended up being one of the more challenging campaigns we worked on this year. Learning how to depict NASDAQ’s data algorithms and formulas as animations required us to dive deep into the universe of analytics. Basically, this project resulted in everyone at our studio that worked on these spots gaining a couple of IQ points.
The second layer of our visual storytelling consisted of creating a data visualization style guide that in essence represents the secret sauce that sets NASDAQ apart. They excel at predictive analytics and data forecasting so we had to craft that data in a way that made it a supporting character in each of the spots. This data visualization helps join the three individual videos into a cohesive campaign. The result is a data visualization that represents NASDAQ’s capabilities throughout the three spots.