UBS Philanthropy Services wanted an informative video showcasing their offer to prospective clients. I was able to convince them that emotion not information was the key to reaching this audience.
After all, philanthropy is nothing short of a mission. The video had to show that UBS intuitively understood the motives, needs and ambitions of philanthropists. It had to connect with their desire to not just give money, but give of themselves. The result was a disarmingly direct, emotionally engaging script building all of the motivations for philanthropy and reasons to choose UBS around a simple, single word.