Can Investment Platform's Egg-Headed Pitchman Help You Crack the Markets?

For those seeking an over-easy lifestyle. And aren't we all?

Move over, Jack Box—there’s a freaky new egghead in town. He’s here to hype Willow Wealth, which just rebranded from Yieldstreet.

Dude’s enjoying a luxe lifestyle because Willow helps him play in real-estate, venture capital and such. Hence the name, “Hampton Dumpty,” because “Humpty” evokes images of crashes and falls. And this freak’s on the way up and livin’ his best life, OK?

“This work is meant to be aspirational, allowing our consumers to connect with a character who has lived and learned,” says brand CEO Mitchell Caplan. “Hampton wasn’t born into opulence. He built his wealth by diversifying his portfolio with the innovative and curated investment opportunities offered on our platform.”

Yeah, he seems like a good egg. So, MullenLowe, why’d you craft a campaign that takes such an odd direction?

“It’s a mindset,” explains agency ECD Tim Vaccarino. “With a bit of humor and swagger, we wanted him to feel like your savvy friend letting you in on the secret to leveling up your game.”

“When it came to production, Hampton’s head provided some moments of interest,” Vaccarino recalls. “The actor was working somewhat blind most of the time. Behind his many pairs of sunglasses were small holes to help with that. But it was still a challenge. Of course, we brought in voice talent later. But on set, our actor had to hit his marks and bring the physicality that would later align with the story we were telling.”

What’s more, “Keeping him cool and avoiding asphyxiation was also somewhat important. Our friends at Legacy who made the head fabricated a mini-ventilation fan to help. Five hero eggs in total were created, with various designs.”

“We had many an existential conversation about where the egg ends and the more human characteristics begin,” he says. “How big should his head be? Is he all egg? What would an egg’s hands be like?”

The work rolls out across video, digital and social through the next year.