Software company Capture Expense has unveiled an out-of-home campaign sympathising with finance managers.
The photography-led work, devised by Insiders Studio, will run across the Transport for London (TFL) network and online nationwide.
It highlights that finance managers aren’t naturally boring, they just have been burdened with expenses. The creative, shot by Joe Giacomet, shows them finally breaking free.
“This is our first OOH campaign,” said James Rowell, founder at Capture Expense.
“We are all about taking the pain out of the boring job of expenses: so we wanted to lean into that idea with our creative, making something funny and high quality that would elicit a moment of recognition and understanding. We want finance managers to know that we understand, and can help bring a little joy back into their lives with our software.”
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The ads feature taglines such as “You’d be boring too, if you had to spend days chasing Susan for her sandwich receipts,” and “You might not have time for hobbies either, after spending every Friday evening hunting down John’s misplaced receipts”.
Josh Clarrioats, co-founder at Insiders added, “Everyone says that B2B ads shouldn’t be boring, but 99% of them still are. But reaching finance managers in this way, with high-quality commissioned photography and witty copy, and perfect placement across the TFL network, shows that B2B can be as creative and ambitious as any other sector.”
