Gilbert the Pelican Takes Flight for Royal London Campaign

Royal London, the UK’s largest mutual life, pensions and investment company, has launched a multi-channel campaign promoting the benefits of its mutuality.

The campaign, created in partnership with McCann Manchester focuses on explaining that Royal London is customer owned and what that means for its customers as well as the positive impact mutuality can have on wider society.

The film sees brand mascot Gilbert the pelican take flight. Viewers are taken on a journey from uncertainty to reassurance, leaving them with a sense of confidence they are in safe hands. The end frame reminds viewers that the mutual supports wider society too, helping to create a world worth retiring into.

Gilbert makes his debut as a fully animated computer-generated model in the 30 second spot. Viewers follow the serene and unwavering pelican through an abstract space as he hears the inner thoughts and concerns of customers.

Am I protected if I can’t work? Have I made the right financial decisions for my family? My pension helps look after my future, but who’s looking out for our future? Representing the real uncertainties that sometimes play on the minds of Royal London customers.

Susie Logan, CMO at Royal London, said; “Our research shows that customers like that we are owned by them. Being a mutual gives us a different perspective and influences how we run our business and this campaign showcases this by using the creative platform ‘where we do things a little differently’.”

Commenting on the work, ECD at McCann Manchester, Dan Noller said, “We're all excited to witness Gilbert's long-awaited flight; it has been a huge collaborative effort to bring him into the world. He's a genuine gift for us that creatively dramatises the benefits of being a mutual and looks pretty beautiful while doing it.”

The campaign, starting today will run in two bursts this year, incorporating BVOD, digital audio, paid social, display, podcast – host reads, PR and sponsorship of ITV’s A Year on Planet Earth.

The work was created by McCann’s in house production division, CRAFT.