Morningstar
Data is everywhere. But, is it star-worthy?
A broadcast and digital spot for Morningstar’s Where Data Speaks campaign that follows professional chefs in a commercial kitchen as they prepare a meal — using culinary craft as a metaphor to ask whether data is not just abundant, but star-worthy. The piece anchors Morningstar’s star rating heritage in an accessible, sensory world that makes data’s value tangible and memorable.
STRATEGY
Translate Morningstar’s star rating heritage into a metaphor that makes data felt, not just stated — showing that while data may be ubiquitous, it only achieves meaning when it rises to a level worthy of distinction. This positions data quality (not just quantity) as a strategic differentiator, and connects Morningstar’s core capability — trusted ratings and analytics — to a universal idea of excellence.
APPROACH
We set the spot in a commercial kitchen with a cast of professional chefs — a naturally high-stakes, high-standards environment where star ratings are part of the cultural shorthand for quality and accomplishment. The visual and verbal language parallels culinary craftsmanship with data craftsmanship, using pacing, sound, and imagery to suggest that data, like a dish, needs refinement to become remarkable. The voice-over question, “Data is everywhere — but is it star-worthy?” bridges Morningstar’s iconic star rating system with the work of analytics that elevates data from noise to insight.
OUTCOMES
Reinforced the Where Data Speaks platform with a sensory, metaphor-rich execution
Strengthened Morningstar’s brand positioning around trusted rating and analytics
Contributed to a campaign recognized by the Gramercy Institute AMMA Awards (Best-of-Show)
Created a flexible creative system designed to scale across broadcast and digital channels