celebrating rethink everything^®.

For decades, investors operated in a world shaped by expanding globalisation and deepening economic interdependence. Today, the map is being redrawn. Trade is shifting, energy and infrastructure systems are being reconfigured, and technology is becoming a matter of strategic sovereignty. Resilience and economic security are rising to the top of government and corporate agendas, redefined to extend beyond defence to cyber, resources, and critical supply chains. 

This campaign explores the forces reshaping the global economy through the interconnected arenas of trade, energy, and security – with technology increasingly at the heart of each. From the reorganisation of supply chains and the race to build AI capabilities and strengthen technological sovereignty, to the transition towards renewables, nuclear power, and upgraded power grids, we examine how a more fragmented world order is creating new priorities and a powerful new investment cycle. 

At Lombard Odier, we believe conviction comes not from holding on to past assumptions, but from engaging with reality honestly, and adapting to the world as it evolves – understanding where investment is headed next.

Our campaign, “Rethinking Through The Noise”, provides a fresh perspective on today’s most topical issues. The geopolitical vertical explores how rivalry between the US and China is creating new alliances as Eastern and Western blocs protect their national interests by investing in their vital industries, creating a veritable “battleground”. Societal changes, such as falling birth rates, an ageing population and the proliferation of AI, are transforming numerous sectors – this inspired the “futureproof” advert. Our “unstoppable” visual reinforces our view that despite sustainable investing being plagued with negative headlines and challenging market conditions, we believe that it is essential to achieving long-term portfolio growth for our clients. At Lombard Odier, it is our firm conviction that having the confidence to calmly step back provides the clarity to get ahead – to rethink through the noise, re-evaluate, and invest in the way ahead.

History is in the making. Our campaign serves to highlight the vast opportunity that electrifying our economy brings. On both the supply and demand sides, innovative new electric technologies are crossing irreversible tipping points. Our future electrification strategy focusses on the unexpected opportunities as we move from 20% economy-wide electrification to 70%. The ads bring to light how history is repeating itself as we enter a new industrial revolution. A revolution we have seen time and time again, where new technologies become not only mainstream but ubiquitous. Our visuals showcase how the traditional power grid is being upended by domestic solar installations, creating “virtual power plants” where homeowners will both consume and produce energy. Electrification is not only changing how we heat and cool our homes but how we insulate them via green construction and natural fibre retrofitting. With costs plunging, this is about economics and not ideology. There isn’t a moment to lose.

The need to transition to net zero is urgent. Our work in this wave focussed on one irrefutable truth: it’s net zero or nothing. The sombre yet striking adverts showcased that the only companies worth investing in are the ones transitioning towards net zero. Inspired by our TargetNetZero strategies, our message outlined our rigorous, science-based approach that enables us to assess the carbon risk in portfolios and align investments with a net-zero target. We emphasised our expertise in building transition-fit portfolios that are both resilient and poised to benefit from the seismic shocks of a net-zero world. 

As the pandemic blew a gale of uncertainty, our convictions, at Lombard Odier, remained undeterred. The Covid-19 crisis was a warning shot for society. A kind of stress-test impressing upon us the looming threat of climate catastrophe. It revealed that sustainability is not a luxury but essential and that companies must adapt to survive. We outlined the need to move from a WILD (Wasteful, Idle, Lopsided and Dirty) economy to a more sustainable model that we defined as the CLIC^® (Circular, Lean, Inclusive and Clean) economy. Our duty is to provide the leadership and vision to invest in the CLIC^® economy. 

This advertising campaign was a call to arms. We announced The Sustainability Revolution. A revolution that touches every country, sector and asset class. In other words, the single largest investment opportunity of all time. In this campaign, instead of exploring far and wide, we honed in on sustainable investing, against the visual backdrop of a world on fire and the notion that we are failing the next generation with our unsustainable economic model. Lombard Odier undertook the role of navigator across key mega trends such as demographics, our use of natural resources, climate change and the digital revolution.