Brand awareness campaign
A bold campaign designed to boost L&G's profile and awareness among investors and the general public.
Disciplines
Art Direction
Graphic Design
Media
Print (Press & OOH)
Digital
Client
Legal & General
The brief
Increase awareness of Legal & General by countering the impression they are just a safe bet, fit only for the overcautious investors of the financial world.
The solution
The campaign achieved cut through by using unconventional imagery and language not normally associated with finance
Large format OOH poster sites generated awareness outside of the usual city and finance-only audiences. The campaign launched on the 55-metre London Bridge poster site), adding some welcome PR coverage.
The results
Due to its impact and popularity, the campaign was extended to black cabs and digital poster sites across London's rail network.
