While sustainable finance, or ESG investing, used to be a nice to have, it's become a burning issue in boardrooms across the globe.

Executives feel overwhelmed by ESG issues. Understandably so. They're complex, ever-changing, and enormous.

This campaign aims to position RMB as a leader in sustainable finance and ESG.

ESG (Environmental, Social, Governance) investing, AKA sustainable finance, is a complex topic riddled with initialisms and acronyms. Our narrator puts the listener in the shoes of a modern CEO bombarded by such shortenings.

While all the ESG acronyms are legitimate and frequently used when discussing sustainability, we also threw in a few everyday acronyms for fun, so the layman audience could understand some of what was being said.

We conclude with a reassuring solution to the confusion: our client, RMB, an acronym itself, is especially apt and memorable.

“Morning Mood” by Edvard Grieg evokes peace, but the fast-talking narrator contrasts it with his barrage of acronyms for comedic effect. By starting the music over multiple times, it feels like the CEO isn’t getting anywhere, but we finally hear the end of the track when we introduce the solution to the complexity.

Overall radio campaign (incl. 30" versions):

Impacts: 2 62 3000

Reach: 225 000