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Sugar Ray Leonard Celebrates the Resilience of MidCap Businesses with State Street Global Advisors

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McCann New York's film 'Get Up' depicts the knockdown and recovery of one boxing’s greatest middleweights

Sugar Ray Leonard Celebrates the Resilience of MidCap Businesses with State Street Global Advisors
Life’s been throwing haymakers of late. Businesses have been knocked down, but some, like champion boxers, have shown they have it in them to get back on their feet and get back in the fight. These are the MidCaps. A select group of mid-sized businesses that not only comprise the client’s MidCap fund, MDY, but also form the commercial backbone of the country.

The latest campaign from McCann New York for State Street Global Advisors campaign captures its spirit of resilience by depicting the knockdown and recovery of one boxing’s greatest middleweights - Sugar Ray Leonard - while interspersing it with some iconic embodiments of MidCap businesses - a pilot, a chef, a medical researcher, a corporate leader and a steel welder.

In a stunning sequence of slow motion, each individual forms part of Sugar Ray’s fall and recovery, as we hear the champion himself ask us if we have what it takes to get back up. Because at time like this, capturing the investing value of resilience, is more important than ever.

'Get Up' will run on national / cable TV, OTT, OLV, pre roll, and owned social and digital channels.

"State Street Global Advisors, the third largest asset manager in the world with over $3.2T in assets, continues to differentiate itself in a very crowded market place." said Stephen Tisdalle, chief marketing officer. "Our marketing aim the past several years is to be relevant to what is going on in the market place by tapping into the national and international dialogue about topics and how they impact the investing world. Ever since we launched Fearless Girl in 2017 to promote more women on corporate boards and senior leadership positions, we have sought to explain how we as an asset manager provide investors new ways of securing long term performance and mitigating against key risks that may erode investor portfolios over time. ‘Get Up’ campaign is a unique way of explaining how the MidCap asset class is incredibly resilient when faced with the enormous societal upheaval of the Covid-19 pandemic. We’ve abandoned conventional norms for financial services and depicted how this particular asset class rebounds more rapidly than others when faced with major economic challenges. It is meant to ignite a conversation about this asset class that is frequently overlooked by the marketplace."

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Client: State Street Global Advisors

Chief Marketing Officer: Stephen Tisdalle

Sr. Managing Dir., Global Head of Brand Marketing & Comm: John Brockelman

Vice President, Advertising & Media: Kristie Tillinghast

Product Marketing Lead: Kelly Beaudin

Project Manager: Michaela Copley


Agency: McCann New York

Agency producer: Ilene Kramer

Chief Creative Officer: Eric Silver

SVP, Group Creative Directors: Gene Campanelli and Peter Powell

VP Creative Directors: Leopold Billard and Jordan Kramer

EVP, Global Executive Account Director: Rob Rawley

SVP, Group Account Director: Amber Greenwalt

Account Director: Juliana Cresci

Account Executive: Catherine Peta

Chief Production Officer: Nathy Aviram

Executive Producer: Deb Archambault

Associate Director of Project Management: Steven Marchione

Head of Business Affairs: Danielle Korn

SVP Talent Partnerships: Kimberly Kress

Integrated Production Business Manager: David Halberstadt

VP Communications Strategy: Will Zweigart

Strategy Director: Daniel Lammon


Production: SMUGGLER

Director: Henry-Alex Rubin

Co-Founders: Patrick Milling-Smith and Brian Carmody

Executive Producer: Drew Santarsiero

Chief Operating Officer: Andrew Colón

Head of Production: Alex Hughes

Producer: Leah Allina


Editorial: No 6

Editor: Jason Macdonald

Editorial Producer: Corina Dennison


Post: Preymaker

VFX Executive Producer: Verity Kneale

Producer: Zachery Fortin

VFX Supervisor: Angus Kneale

Inside job production

Photographer: Carlos Serrao and Laura Hinds

Ground Producer: Rep Amy

McCann North America, Tue, 23 Feb 2021 17:20:59 GMT