IG is a multi-platform trading company and a global leader in forex. After 45 years of experience, they were looking to launch their brand in the U.S., starting in early 2019. So we were challenged with grabbing the attention of U.S. forex traders and encouraging them to switch their loyalty to a lower-cost and better customer service provider: IG.


We found that forex traders wanted to work with a broker that had similar interests in mind. So we created a character they could rally around, the Red Sheep. Video and social content was published across the web, grabbing the attention of new forex traders, as well as attracting traders already using other platforms. The Red Sheep has become a symbol for forex traders, urging them to take control of their future and break away from the herd with IG.