Brand awareness campaign
Increase awareness of Legal & General by countering the widely-held impression they are just a safe bet, fit only for the timid investors of the financial world.
As designer on this campaign I was lucky enough to work with two extremely talented and wonderful individuals.
A bold campaign achieved cut through by using unconventional imagery 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)
Due to its impact and popularity the campaign was extended to digital poster sites across London's rail network.