top of page

Legal & General – brand awareness campaign

L&G Hercules header image.jpg
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:

  • This 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 with the audience the campaign was extended to black cab sides and seat backs, and digital poster sites across London's rail network.

L&G Were too retiring billboard 1000x680px.jpg
L&G Hercules Violet cab side 72p.jpg
L&G Hercules Heavyweight cab side
L&G Hercules taxi-seat-1 72p.jpg
L&G Hercules taxi-seat-2 72p.jpg
bottom of page