Barclays is aiming to drive a major reappraisal of the role it plays in modern British life; not just as a financial institution but as a genuine enabler of progress, through a new, wide-reaching and fully integrated campaign developed with agency VCCP.
Designed to portray Barclays as the bank best placed to help people, businesses and communities, the campaign dramatises the defining moments when people choose to make a positive change in life or in business.
Reflecting “relatable scenarios” rather than the clichés of banking advertising, the activity is designed to demonstrate that Barclays has a crucial role in supporting people to take that next step, no matter what that may be.
Whether it is the struggle to get on the housing ladder, the pressure to grow a business, or the noise of misleading financial advice online, Barclays wants consumers to know that progress is possible, and the bank is there to help customers make it.
Sitting at the heart of the campaign are two 60″ films directed by David Shane through O Positive, supported by VCCP’s content studio Girl&Bear.
“Orca” shows a man at home with his mum, watching a nature documentary that sparks the decision to finally move out and get his own place sooner. This is made possible with the Mortgage Boost offering from Barclays.
The second film, “Skatepark”, shows skateboarders watching two self-appointed “finance gurus” spout misleading advice on social media. Instead of joining in, our main character, Isaac, turns to Barclays LifeSkills to help him gain money confidence.
In both films, the campaign aims to reflect modern British life with authenticity, humour and a distinctive brand voice.
30″ radio versions of the ads are also running, while out of home executions bring to life the “moment of choice” – from decision trees to addressing commuters having to travel to the end of the line, still living with parents and saving for a home of their own.
As part of the wider campaign, VCCP and its digital experience agency Bernadette also created a suite of Barclays B2B assets, aimed at C-suite and business leaders.
The B2B aspect of the campaign encompasses OOH, radio, social, digital, as well as bespoke digital assets for the Financial Times and The Times. All assets highlight a familiar moment within corporate life – from the moment a stakeholder decides to take the next step to grow their business to when they realise they need to take the threat of fraud more seriously, suggesting Barclays as the solution via offerings such as their Business Prosperity Fund or their 24/7 fraud protection.
The campaign will run nationwide across TV, cinema, VOD, radio, OOH and social.
B2C social media executions led by Born Social are designed to deliver shorter-form cultural cut-through. All media planning was handled by OMD, with digital performance assets by Rapp.
Barclays Group MD of brand, creative and media Simon Groves said: “We set out to redefine the role Barclays plays in modern British life. This campaign is about recognising the real, often messy, moments when people decide to take action, and showing how Barclays can be there at those pivotal points.”
VCCP chief creative officers Chris Birch and Jonny Parker added: “This work is about helping people see Barclays differently – not just as the longstanding high street bank we all know, but as a positive force for progress.
“Showing up in those little unexpected moments in life where people choose to move forward. It’s bringing Barclays back into a space where it can populate culture with a genuine point of view and understanding.”
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