Creative agency Wunderman Thompson UK has unveiled a bold new campaign to promote First Direct’s efforts to make home ownership accessible to all.

Anchoring the financial firm’s campaign was a live activation taking place at Potter’s Field in London – the ’26k leap’ encouraged people to jump and reach for a physical ladder hung above them.

Those who are able to reach the bottom rung will be entered into a prize draw for a chance to win £26,000 – which is the average value of a 5% deposit for a first time buyer in London.

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“Those who come from more privileged backgrounds often have a far better chance of getting onto the housing ladder than those who don’t,” First Direct head of brand & marketing, Chris Wood said.

“First direct wants to give young people hope in the face of everyday challenges, especially during the current tough economic times. This fun and entertaining activation has been designed to bring these challenges to life, and give the lucky winners the ultimate leg up.”

The activation took place on 19 November and was supported by social media activity across Facebook, TikTok and Instagram.

Wunderman Thompson executive creative director, Tom Drew added: “To bring to life the struggle most people have in trying to get on the housing ladder, we made the metaphor a reality and gave a little hope to a lucky few.”