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Group745
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Group745
Creative in association withGear Seven
Group745

Check Out The First Multi-Million Campaign for Money

04/01/2017
Production Company
London, United Kingdom
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The comical video comes from production company Independent and is directed by Jake Dypka

Independent comparison site money.co.uk has launched its first multi-million pound campaign, three months after it appointed Fold7 as its creative agency. 

The challenger brand encourages consumers to search money.co.uk for a 2nd opinion. The new campaign, called ‘You haven’t checked until you’ve checked’, is based on the brand truth that money.co.uk checks more financial products than anyone else in the market, therefore you haven’t properly checked until you’ve checked with money.co.uk.  

As part an integrated mix, the 30 second ad illustrates The comedy 30 second ad centres on the importance of checking things, whether it’s checking your phone for that text message from someone you fancy or checking if you’re numbers are up on the lottery. Because in finances (like most things in life), it pays to check and the campaign celebrates those that do. ‬

The spot was written and art directed by Fold7’s Gate Lambert and Dan Fryer and directed by Jake Dypka through Independent Films. The campaign launched on the 2nd January and is live for 3 months across TV, out of home, online and social. 

Andy Pugh, Brand Marketing Manager says: “In a market filled with meerkats, opera singers and gyrating builders the advertising positions money.co.uk as a trusted destination for people to visit and check the widest range of financial products. The place people come to really know for sure.”

Ryan Newey, founder and Chief Creative Officer, Fold7 says: “money.co.uk compare more products than anyone else, yet they're not the leaders in the category. The campaign firmly positions them as a sound place to get a second opinion”. 

money.co.uk aims to help people make better, more informed decisions and restore trust in the category, which is dominated by brands such as Compare the Market, Moneysupermarket, Gocompare and Confused.com. 

money.co.uk was founded in 2008 by entrepreneur Chris Morling. 

For the past 2 years running they were in the top ten of the Sunday Times Profit Track 100 and have appeared in the Tech Track 100 for the past 3 years. 

Director Jake Dypka brings a brilliant energy to this film imbuing the spot with character and, above all, a real sense of humanity. He cleverly plays on the rhythm of life as the scenes jump from scenario to scenario in rapid succession, always keeping the viewers on their toes.  Dypka brings to life the money.co.uk message which is both entertaining, familiar, and a reminder that we always have a choice to check. 

The film’s pace is achieved in part through Dypka’s consideration and approach to photography here. He effectively blends his influences from photographers. The visual style of filmmaker Roy Andersson and the photographic work and colour of Philip Lorca diCorcia are very much present, and similarly in how both artists tell a powerful story in a single frame.  Martin Parr’s influence emerges thematically insofar as his endless search for the imperfections in our very British world – celebrating these imperfections and evoking this reality with great warmth and humour, without ever mocking his subjects.  Dypka works from this springboard and brings his own steer and unique stamp to the film, which is a joyful, fun celebration of the ups and downs that life has to offer. This film was produced by Independent.

It compares over 17,000 financial products and offers consumers the best tools and information in the industry.

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