In 2016, Lombard Odier launched its ‘rethink everything®’ branding, articulating our longstanding philosophy of challenging conventional thinking to deliver fresh investment perspectives in a fast-changing economic and geopolitical environment. Since then, our campaigns have combined striking visuals with thought-provoking narratives, encouraging audiences to reconsider major global issues, particularly the transition to a sustainable economy.

In 2025, the “rethink stability.” campaign redefined stability not as resistance to change, but as the ability to adapt, reposition and capture opportunity as global systems shift.

The strategy centred on a dual-layered approach: an umbrella narrative supporting in-depth thematic pillars. The overarching message challenged traditional perceptions by presenting stability as inherently dynamic, something continuously created through movement. This was then articulated through three key verticals: AI, defence and sustainability.

These themes reflected both urgency and opportunity. AI highlighted the surge in computing demand and its resource implications, especially in regard to data centre water cooling constraints. Defence examined renewed investment in energy and infrastructure independence amidst geopolitical tensions. Sustainability focused on China’s acquired dominance in EV and renewable energy solutions at industrial scale. Together, they demonstrated Lombard Odier’s ability to interpret today’s complexity and identify structural investment trends.

Prioritising depth over breadth, the campaign emphasised thought leadership to build relevance and engagement with a sophisticated audience.

To express stability as dynamic rather than static, we created a manifesto film and an umbrella visual centred on a spinning top metaphor. As it moves across a challenging environment, it remains in motion, never faltering. Its balance is not the result of stillness, but of movement, capturing Lombard Odier’s commitment to excellence through change, reflecting an investment philosophy shaped since 1796.

We extended this narrative through a series of ads and long-form articles. In line with ‘rethink everything®’, the campaign combined striking imagery with thought-provoking language to offer perspectives on essential investment themes, encouraging audiences to look beyond conventional interpretations.

The umbrella piece, ‘stability’, set the tone for three thematic executions and long-form articles exploring structural trends shaping the global investment landscape. We launched the campaign with a full-page print teaser in leading international newspapers and magazines: the ad was printed upside down, with the world ‘up’ at the bottom, and white body copy against a black background, reinforcing the sense of world chaos at the heart of the campaign.

The AI-focused ad featured an android face overlaid with ‘thirsty.’, leading to the article ‘Quenching computing’s insatiable thirst’. It examined the infrastructure underpinning AI, the growing energy and water demand of data centres, shifting focus from innovation to physical constraints and revealing investment implications.

The second ad featured electricity pylons, looking like an army formation against a sunset, overlaid with ‘defence.’ It led to ‘Defending the grid’, exploring energy security and defence, and how geopolitical instability drives investment in resilient infrastructure. By linking macro-level tensions to tangible shifts in capital allocation, it translated a complex theme into clear and actionable investment insight.

The final execution presented a bold visual of the Chinese flag overlaid with ‘green.’, leading to ‘Sustainability is not “cancelled”. It is being made in China’. The content challenged prevailing assumptions about China’s role in the global sustainability transition, repositioning the country as an enabler of scalable green technologies.

Each execution was supported by a dedicated webpage combining editorial storytelling with data-driven insights, ensuring both depth and credibility. This integration of formats allowed us to capture attention while sustaining engagement across audience preferences.

Consistency across tone of voice, visual identity and narrative reinforced the campaign’s cohesion, while the breadth of topics demonstrated Lombard Odier’s range of expertise. Every element was designed not simply to inform, but to provoke reflection, encouraging audiences to rethink their understanding of stability.

This campaign was an immense success, bringing increased levels of traffic and engagement on our digital channels and visibility in the world’s major financial and lifestyle publications.

Between 20 October and 30 November 2025, we registered 173mn digital ad impressions, and our print ad circulation reached 9.4mn people. Our manifesto video was viewed over 38.9mn times. Visits to our website continued to rise, with a strong average time of 3.18 minutes spent on our website, as did qualified leads, which increased by 8.5% over the campaign period.

On social media, our LinkedIn posts registered 14.2mn impressions, those on X 33.8mn, and those on Meta 28.1mn.

Top-performing display formats included digital ads in Arabian Business, Finanzen, NZZ, Le Figaro and Khaleej Times.

The impact of this campaign on brand perception was also very positive. Our 2025 Brand Study conducted with the Financial Times shows that consideration to use Lombard Odier has grown continuously since 2020. Total brand lift in 2025 was +24.3% versus +20.2% for the category average.