TSB LOCAL PRIDE
TV. DIGITAL. SOCIAL. CINEMA. EDITORIAL. RADIO. PITCH WIN.
TSB wanted to celebrate its partnership with Pride of Britain in 2018. After a difficult year in the press, I pitched a positive and authentic Local Pride campaign, which celebrates the local causes TSB supports around the UK. We had a chance to rebuild trust for TSB and champion extraordinary people who are working together as a force for good. The results were extraordinary.
BRAND TRUST +33%
TSB & COMMUNITIES +110%
SALES +33%
SOCIAL SENTIMENT +65ppts
TSB’s first foray into live action, the storytelling campaign was 8x as efficient at driving brand consideration than animated brand creatives of recent years. The campaign consists of long-form films, commercials broadcast to 15.5 million people across TV, VOD and Cinema and short-form content across TSB channels.
In Birmingham, we discovered the inspirational story of Randhir and the MLSS, who serve free hot meals to thousands of vulnerable people every day. In Aberdeen, we explored how the unique initiative Streetsport is enhancing the lives of young people. Meanwhile, in Newcastle, we discovered the quirky and heart-warming story of one elderly community’s therapeutic companions, hens provided by HenPower. Finally, in Bristol, we discovered how Flamingo Chicks is giving children with disabilities the opportunity to dance.
“This campaign accelerated TSB’s revival by 18 months and played a major role in supporting our business at a critical time.”
Awards: Thinkbox 2019 Finalist. Media Week Awards 2019 Finalist. CMA 2019 Finalist.
Credits:
Creative & Production: ITN Productions Advertising
Head of Creative: Kathryn Cox
Director: Shona Auerbach
Director: Sunny Bahia
Producer: Jennifer Collins
Producer: Jeannine Mansell
Director of Photography: Graeme Dunn
Director of Photography: Chris Clarke
Production Manager: Nancy Eite-Cooper, Ella Herlihy
Offline/Online Editor: Rhyss Hall, George Sonei.
Sound Design: Mark Apicella
Producer: Jeannine Mansell
Colourist: Rhyss Hall.
The Story Lab
Senior Manager: Katrina Sully
Director of Client Services: Jenna Waller
Vizeum
Account Director: Kat Delaney
Strategic Innovation Director: Grace Letley