UBS's global rebrand is all about questions.
Keen to reassert itself as the premium bank and wealth manager in the wake of several negative stories, the company used Publicis Worldwide to create a campaign. The activity kicked off with a TV spot that ponders the life of a man via different questions flashing up on the screen, such as: have I been a good father? UBS also enlisted Annie Leibovitz to shoot print ads and interviewed Nobel laureates for an online series that will run in instalments. The work was written by Ed Robinson and art directed by Ian Gabaldoni.