Lloyds Bank has launched a new integrated campaign to promote its Smart Start initiative, designed to help 11-15 years-olds set up a spending and savings account.
Tapping-in to its long-running ‘By Your Side’ creative, the campaign was developed by London agency Adam&eveDDB and will be spearheaded by a 60-second spot that illustrates the emotional benefit of young people gaining financial confidence.
By developing their financial and planning skills, the creative communicates how Smart Start can help set young people up for adulthood by giving them key life knowledge and experience.
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“This is the 7th ad in an 8 year campaign featuring our distinctive, iconic branded asset, the black horse. Textbook Sharp and Ritson,” Lloyds Banking Group marketing director, Richard Warren said.
Running across TV, cinema, out-of-home, digital out-of-home, radio, social media, digital, digital audio and video-on-demand, the heartwarming film follows a girl through the ages of 11 to 15, supported every step of the way by Lloyds’ iconic black horse.
Adam&eveDDB executive creative director, Ben Tollett added: “In the latest chapter of the ‘By Your Side’ campaign, we see the iconic black horse supporting a young person as she develops new skills and grows in confidence.
“The action is set to music that brings to life the effort and determination of the protagonist, with a track from one of the world’s greatest singer-songwriters.”
