Introducing State Street Global Advisors’ Liquidity Maze.
Whatever you get into, make sure you can get out.
That’s the challenge State Street Global Advisors is putting to financial advisors, who are in constant search for liquidity in a volatile, competitive market. It’s also the idea behind the Liquidity Maze, an immersive, panoramically engaging VR experience the company and its highly liquid DIA fund are launching at Exchange: An ETF Experience, the industry's first big conference in two years, on April 11–14 in Miami.
The Liquidity Maze gamifies the quest for liquidity and challenges our audience to get in and out as quickly as possible. If players get stuck, State Street Global Advisors is there to help, via a blue Liquidity Orb that shows them the way.
The experience consists of 5 unique levels culminating in the Liquidity Room, where players achieve liquidity and are given their final time. A leaderboard at our booth ranks the top 10 players at the 2,000-person conference and tallies up the $30,000 in donations State Street has committed to charities across the three-day event.
Housed in a sleek booth with undulating, liquid-like sides, the maze is designed to stand out and let the audience know that State Street Global Advisors and its DIA fund are there to help them find the liquidity they're looking for.

This professional campaign titled 'Liquidity Maze' was published in United States in April, 2022. It was created for the brand: State Street Global Advisors, by ad agency: McCann Worldgroup. This Experiential medium campaign is related to the Finance industry and contains 1 media asset. It was submitted almost 2 years ago by Communications Manager: Shana Blackman of McCann Worldgroup.


Advertising Agency: McCann New York, United States of America
SVP Group Creative Director: Gene Campanelli
SVP Group Creative Director: Peter Powell
Senior Copywriter: Josh Comas-Race
Senior Art Director: Luzdivina Ruiz
SVP Executive Director Of Innovation Production: Mihae Mukaida
Event Producer: Amber Briscoe
Digital Producer: Sean Flanigan
Producer: Isabel Conte
SVP Group Strategy Director: Anna Andreis
VP Strategy Director: Daniel Lammon
EVP, Global Account Director: Rob Rawley
SVP, Executive Account Director: Amber Greenwalt
Account Director: Cheryl Edwards
Senior Account Executive: Catherine Peta
Senior Project Manager: Torey Koltun
Business Manager: David Halberstadt
Executive Print Producer, Craft NY: Eileen Kaufman
Brand Content Creator, Craft NY: Brett Berman
Brand Content Creator, Craft NY: Aude Cuenod
Brand Content Creator, Craft NY: Sam Rimland
Senior Producer, Craft NY: Zoe Greene
Global Head Of Brand Marketing & Communications, State Street Global Advisors: John Brockelman
Head Of SPDR ETF Marketing, North America, State Street Global Advisors: Sarah Estwick
Marketing Director, State Street Global Advisors: Kelly Beaudin
Vice President, Advertising & Paid Media, State Street Global Advisors: Kristie Tillinghast
Event Program Manager, SPDR® Event Marketing, State Street Global Advisors: Meaghan Giangregorio
Vice President, SPDR® Event Marketing, State Street Global Advisors: Kristina Mannis
Senior Associate, Marketing, State Street Global Advisors: Devon Laudadio


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.