Dreyfus funds had performed well for more than fifty years, yet the brand was not connecting with modern investors. One investor summed it up during research: “The lion has lost its teeth.” Dreyfus asked us to create a campaign that would build brand awareness and change its stodgy perception. Our campaign featured stunning dual portraits of the Dreyfus lion and a younger generation of investors to show Dreyfus as strong and modern, literally backing up investors. The print images were shot by Brigitte Lacombe and the television ads were shot by iconic fashion photographer Herb Ritts (now deceased). The language was shaped by how these new investors thought about retirement—as a much more active enterprise than their parents’ idea of it had been. In the year after we launched the campaign, Dreyfus’ fund sales went from $1.84 to $3 billion. This campaign, created by DeeAnn a few years before launching the Hive, remains some of her favorite work—she can’t seems to retire it from the agency portfolio!