Brand awareness campaign

The brief:

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.

The solution:

  • 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)

The results:

Due to its impact and popularity the campaign was extended to digital poster sites across London's rail network.

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© 2020 Drew Charsley