The campaign supports the Active Protector product, an investment fund designed to suit the needs of newcomers to investment. Aimed at independent financial advisers, it features the endline: "It's OK, you can come out now."
The two 20-second viral ads show people hiding in their offices (one in a filing cabinet and one in a dustbin), to show that many people are scared to invest.
Press ads, which will appear in investment titles and relevant trade press, continue the theme, showing office workers hiding in a draw, behind a blind and behind a coatstand.
John Townshend, Rapier's creative director, said: "The campaign is really treating a business audience like proper consumers. To use viral for that market is rare. And for a business-to-business brief, we feel they're striking and bold."
The campaign was written by Chris Lapham and art directed by Deb James. Media was handled by OMD UK.
