Sunday Gravy Reveals Where Traders Are Made

The trading category has seen significant growth with new players entering the market and promoting the ‘ease’ of trading. As a consequence, the craft of trading has been sacrificed at a time when it has never been more valuable. 

Working with Sunday Gravy, the team developed a strategy that taps into the psychology of trading and what it takes to be a successful trader. 

Sunday Gravy director and founder Jack White said working with IG on how they can challenge the category was an exciting brief. 

“Truth is that trading is hard. Our brains aren’t wired for trading but can be rewired to succeed. Psychological fitness is a combination of training and discipline. With dedication and perseverance, we can learn to calm our minds and perform under pressure. With almost 50 years of category experience IG are taking a leadership position, making IG the place where ambitious traders can develop their trader mindset, providing invaluable resources to help traders become the best trader they can be.” 

In the brand’s first major campaign since 2020, Where Traders Are Made positions IG as a performance brand committed to traders’ success.

The film, directed by Michael Spiccia celebrates the hard work and commitment of being a trader.

Sunday Gravy creative founder Ant White said they wanted to create a campaign all traders could relate to. 

“This film is a psychological and surreal journey that depicts a trader staying calm in the eye of the storm, despite the chaos and noise that can often be created in the mind.”

Beyond the creative which will feature on TV, radio podcast, social and OOH, IG partnered with trading psychology experts to launch an online content hub – bringing practical tips and actionable insights from decades of experience in the markets. For those who are committed to developing their trading, IG is there to assist every step of the way. 

IG Group regional marketing director Sian Chadwick is excited about challenging the category with this new campaign backed with education and resources to support its trader base.  

“A growth mindset and the application of consistent and calculated action is key. IG provides intelligent and ambitious traders with tips and research to ensure they’re prepared for what’s to come. 

“Trading is sophisticated. We’ve developed Where Traders Are Made to showcase the IG advantage for self-directed traders.” 

Where Traders Are Made will be launched in Australia initially, with New Zealand, Singapore, the UAE and South Africa in the coming months.