Todd Killinger AD/CW
John Young CW

To coax the would-be, do-it-yourself investor into the —then nascent— waters of investing online, this campaign took a “dude, you can do it” attitude that ultimately helped establish ETRADE as the premiere online investing site in America. This idea of confident self-reliance is cemented by the smart, flip attitude which permeates all aspects of the work, from print ads to digital media to over one hundred pieces of award-winning collateral—including over 5,000 pairs of boxer shorts which were mailed out to half-naked investors all across the country.

Interactive campaign

Print campaign