Bear markets are usually periods of stock market decline and investor retreat, but Canadian investment firm Picton Mahoney is reimagining the phrase with the unveiling of The Resilient Bear, as the company rebrands to Picton Investments and celebrates its 20 years in business.

The seven-foot statue, made of resin and weighing 1,000 pounds, was built for Picton Investments as a symbol of enduring strength, adaptability and resilience to mirror the asset management company’s new mantra: “Build from the bear up.”

The statue is meant to symbolize the need for an evolution and a mindset shift in how Canadians are investing. 

The Resilient Bear is on display until July 6 at The Well in downtown Toronto.

The advertising campaign began at stock market close on Monday, when the AI-created brand mascot was introduced with a short AI-generated film shown on TSX screens that follows the bear’s journey from its natural habitat to the heart of Canada’s financial district. The film might also be used as part of a social media post-launch. 

Other components of the campaign include a new website, and digital advertising with the Globe and Mail, Investment Executive, Advisor.ca and LinkedIn.

To create the campaign, Picton Investments collaborated with experiential design agency Astound Group and creative and media agency Monks, which also created the film.