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Legal & General brand awareness campaign
London Bridge
The brief
Increase awareness of Legal & General by countering the widely-held impression they are just a safe bet, fit only for the middling investors of the financial world. As senior designer on this campaign I was lucky enough to work with two extremely talented and wonderful individuals.
The solution
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This bold campaign achieved cut through by using unconventional imagery not normally associated with finance
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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)
The results
Due to its impact and popularity with the audience the campaign was extended to black cab sides and seat backs, and digital poster sites across London's rail network.
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