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Ten years ago, rethink everything® became the expression of a philosophy that has guided Lombard Odier for more than two centuries: progress begins by questioning assumptions. Enter into the world of our advertising campaigns and explore the compelling stories and investment convictions behind our thought-provoking visuals.
Since 2016, our rethink everything® campaigns have brought our philosophy to life through thought-provoking visuals and bold ideas exploring topics ranging from society and geopolitics to technology, food, and sustainable investing. Combining striking imagery with unexpected juxtapositions, these campaigns are designed to challenge assumptions, spark curiosity, and encourage deeper reflection on the forces shaping our world. As we mark ten years of rethink everything®, we continue to question conventional wisdom, offer fresh perspectives on a rapidly changing world, and reaffirm the philosophy that has guided Lombard Odier for 230 years.
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.
Today, the world is out of balance. What was once economic solid ground – such as globalisation and trade liberalisation – has become unstable. In times of chaos, it’s only natural to slow down and ‘dig in’. Through our “Stability” campaign, we share our belief that there is another way – we can find balance not through stasis, but through movement. Our “Defence” visual highlights how deglobalisation is creating new investment opportunities as governments seek to achieve national security across a number of strategic sectors. “Green” tells a counterintuitive story – that despite the current political rhetoric in parts of the West, opportunities continue to abound in sustainable investing, with China now an unlikely global climate leader. “Thirsty” emphasises the opportunities being created in zero-water-consumption cooling technologies, as the growth of artificial intelligence pushes data centres towards more sustainable models. And in “Stability” we build the bigger picture, showing why there is no need to fear today’s upheavals – instead, by staying nimble and agile, we can build portfolios that capitalise on the rise of a new economic and geopolitical order.
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.
Nature is in peril. Our campaign serves to present nature in a new light – as an asset class. Investing in its regeneration will create continuous value and unlock new opportunities. As such, we aim to highlight the need to shift towards a regenerative mindset. Our visuals showcase the central role of nature-based solutions in restoring degraded land and creating a more climate-resilient economy. We highlight the extraordinary power of keystone species that both renew and sustain ecosystems where thousands of species thrive; we focus on the vital role of pollinators and natural pesticides in fuelling regenerative agricultural practices; and we put a spotlight on enhancing biodiversity and forest preservation. We, at Lombard Odier, believe that nature is the most transformative technology on Earth and should be revalued rather than depleted. Nature is worth investing in.
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 world is facing a myriad of crises but Lombard Odier remains steadfast in calmly guiding clients through this storm of uncertainty. For over two centuries, this has been our role. This campaign message reiterates our commitment to being a beacon in the storm for our clients and highlights the need to keep moving forward towards fundamental transformations in energy, food and materials systems. Starting with our Food Systems Strategy, the adverts focus on how we must move towards an agricultural model that uses 20% less land and returns it back to nature. By reducing animal agriculture, adopting alternative protein solutions and employing regenerative agricultural techniques, we can use our crops to feed more people and fewer cows and restore the soil’s biodiversity.
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.
Along with our CLIC® vision came our investment strategies. In this campaign, we sought to raise awareness of nature’s true economic value. We wanted to reiterate that if we are to drive global economic growth, then we must acknowledge nature as the world’s most valuable industry, from which over 50% of global GDP derives. Our campaign showcased how this industry provides vital wealth creating services and is the true engine of our economy.
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.
With our branding firmly underpinned by sustainability, we turned our attention to articulating the implications of this new economic order. One that is powered by companies. Using arresting visuals, we wanted to highlight companies with vision, leadership and a commitment to sustainability at their core. They are the drivers of change, or the ‘eagles’ of the world. They possess foresight and act with purpose. And conversely we have the ostriches. Ignorance, denial and tactical opportunism are the foundations of their strategy. On behalf of our clients, we select investment opportunities centred on the eagles.
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.
Our heritage is Swiss, yet our outlook and mindset are resolutely international. With over 25 offices globally, we are able to serve our clients all over the world.
© Maris Mezulis
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