The one where we turned a building society into the nation’s favourite bank


The brief

Nationwide tasked us to give people an opportunity to have a voice and to tell their stories.


the work

the how

Our Nationwide clients wanted to find a new way of doing things. They didn’t want just one big hero TV ad, they wanted all their customers’ voices to be heard and recognised all over the country.

From the outset, part of our role as the production partner was to redefine many decades of creating big TV ads, and we wanted to make sure our solutions would not only maintain, but exceed the impact and effectiveness of previous campaigns.

Creatively, spoken word became our creative platform to best highlight voices nationwide, and so we commissioned around 20 poets to create test films and put together little mini ads complete with the end line to put in front of the clients, and they loved it. We now use this as a production mechanic going forward and have since made 300 films and counting…


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