Lloyds Rebrands with The Outfit's Help
Lloyds TSB is rebranding as Lloyds Bank. As part of their partnership with Channel 4, The Outfit have been called upon to create three 40” films, plus online versions, as part of the multi million pound rebrand. The films feature a host of TV talent including Mary Portas, Clare Balding, Ade Adepitan and Nick Hewer, and are directed by the BAFTA nominated Southan Morris, marking his first foray into shooting commercials.
The Outfit was briefed to create three films around central life themes that will run exclusively on Channel 4 to complement the main ad campaign and reflect how Lloyds Bank are putting their customers at the heart of everything they do. Each of the thought leaders talk frankly about their feelings and experiences in Because Your Home Matters, which will be the first film to launch nationwide on 23rd September with two more to follow, running until December 2013.
The films were directed by Southan Morris, one of the most respected and sought-after television directors in the UK. The Lloyds Bank films are his first ever ads on his glittering show reel. His diverse career has seen him spend time on the front line with British and American Marines in Afghanistan, a year filming George Michael’s life-story, and months knee deep in cacao beans while directing ‘Willie’s Wonky Chocolate Factory’ for Channel 4. Southan is currently directing a Channel 4 documentary about Nascar racing called King of Speed, presented by Idris Elba.
"The films go behind the TV cameras to give a snapshot into the lives of Mary, Clare, Ade and Nick. Each gives an insight into key milestones in your life. By hearing surprising stories from well-loved Channel 4 presenters we remember that everyone has an interesting story to tell when it comes to their home and work lives. Southan was our first choice for his natural ability to extract stories and truths and shoot them in a beautiful way. We were thrilled he chose us as his first TV ad campaign," said Niall Murdoch, joint founder The Outfit.
Eithne Anderson, Head of Marketing Communications, Lloyds Bank and Bank of Scotland said: “The Channel 4 partnership plays a key part in launching Lloyds Bank, helping us to establish the brand as a bank that is there for the key moments that matter to our customers. The partnership allows us to communicate this in an entertaining, unexpected and memorable way.”
Project name: Lloyds Bank Channel 4 Talking Heads
Client: (name and job title of client): Lloyds Bank
Brief (in one line): Using Channel 4 talent to give personal stories about key life events that matter relevant to Lloyds' services
Creative agency: The Outfit
Creative Director: The Outfit
Copywriter: The Outfit
Art director: The Outfit
Media agency: MEC
Media planner: MEC
Production company: The Outfit
Director: Southan Morris
Editor: Nikki Porter @ Final Cut
Soundtrack composer: Channel 4 Stories - Lloyds by Adelphoi.
Audio post-production: Envy
Exposure: Channel 4, More 4, 4Seven
Category: Banking , Finance/insurance