Bank of America Merrill Lynch
Summer 2013
International print ad for Bank of America Merrill Lynch’s Global Custody and Agency Services (GCAS) – a service which provides a number of solutions for safeguarding their clients’ funds.
The line of business selected the rock climber concept. The tight crop focuses your attention on the carabiner – the only thing keeping the climber safe in this risky environment, which represents the security GCAS provides your institutions’ assets.
Alternate A: The metaphor of the renaissance helmet has dual significance, both the armor which is protecting the guard, as well as the guards' duty to protect the castle.
Alternate B: The horse chestnut is an unexpected example of a defense mechanism in nature. The spiked shell protects the nut within.