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IQ DUAL IMPACT ETFs
CLIENT
NEW YORK LIFE INVESTMENTS / INDEQIQ
AGENCY
&Barr // Team: Jacqui Garcia, Jen Neuman, Jack Polly
CAMPAIGN ELEMENTS
Name Development, Brand Strategy, Campaign Concepting, Digital, Print, Social Media, Radio, Video, Collateral
THE ASK
In 2021, New York Life Investments entrusted &Barr with launching their first-ever direct-to-consumer product line—IQ Dual Impact ETFs, an innovative suite of environmental, social, and governance (ESG) ETFs available through its subsidiary, IndexIQ.
WHAT WE DID
&Barr is concepting a visually compelling campaign that clearly reflected the bold mission of each ETF. Through custom 3D illustrations and a vibrant color palette, we ensured the new suite broke through and resonated with our consumer audience.
THE RESULT
The suite's thematic focus, as well as partnerships with leading nonprofits like the American Heart Association and Oceana, enhanced its overall appeal, especially given that ETF aimed to provide competitive financial returns while simultaneously supporting specific charitable causes. The campaign successfully promoted IQ Dual Impact ETFs, allowing investors to potentially earn market-based returns while also contributing to the important global and societal issues that mattered to them.




















