Understanding the current shift in consumer appetite from product-led content to emotionally-led storytelling, Working closely with Nationwide we helped them to take their above-the-line advertising in a new direction. We worked with them to develop this initial idea into a shooting script, then carried the TVC all the way through to final production.
Nationwide’s striking new advert, tells the heartwarming story of a Nationwide employee’s quest to reunite a young father with a beloved scarf, and is the first execution of the brand positioning – people before money.
The creative was also voted as one of six most recognisable ads in 2015. This prompted a remake using knitted puppets for an ITV commercial break, which aired in a prime-time slot at 9.15pm during the Text Santa broadcast, with an average of 3.9 million viewers.
The integrated brand campaign was launched via a YouTube takeover on 28th May 2015, supported by an extensive social media, digital and video campaign as well as press, cinema, owned and branch activity. The TV campaign broke via a 90’ launch advert within the final of Britain’s Got Talent on 31st May 2015. The TV commercial reached new levels of engagement with the online versions drawing over 3,000,000 views.