To encourage high-net-worth individuals to invest with them, Barclays Wealth created an online Financial Personality Test that helped investors make less emotional and more successful decisions by analysing their attitudes to risk. Our challenge was to drive participation. The proposed creative solution visually linked human emotions - fear, excitement, relief - to the peaks and troughs of financial performance-style graphs. This striking juxtaposition brought their research to life, reinforcing the value of a less emotional, more insight-driven investment approach.
