Lloyds Bank has launched a campaign to raise awareness of Smart Start, its spending and savings account for 11-15-year-olds.
Created by adam&eveDDB and directed by Henry-Alex Rubin of production house SMUGGLER, the integrated campaign highlights the emotional benefit of young people gaining financial confidence, supported by the rational benefits provided by the Smart Start account. Titled “Bike,” this commercial forms part of a refreshed strategy for Lloyds Bank. It is the first time the bank has highlighted one of its products alongside the brand’s famous horses on TV since they relaunched the black horse in 2015.
The :60 follows a girl from ages 11 to 15 as she masters the art of riding a bike and grows in confidence over time, supported every step of the way by the Lloyd’s Bank horse. “Bike” is set to an epic and uplifting soundtrack of Alicia Keys’ “Girl on Fire.”
Credits
Client Lloyds Bank Agency adam&eveDDB Ben Tollett, group executive creative director; Richard Brim, chief creative officer; Ben Stillitz, Colin Booth, creative directors; Petrina Kilby, Cara Swindell, Gabby Vicente, producers; Richard Clay, head of strategy. Production Company SMUGGLER Henry-Alex Rubin, director; Fergus Brown, managing director; Lucy Kelly, exec producer; Ray Leakey, producer; Anthony Dod Mantle, DP. Editorial The Quarry Scot Crane, editor. Postproduction Selected Works Alex Fitzgerald,exec producer; Katie Sharpe, post producer. Color Company 3 Jean-Clement Soret, colorist. Music Soundtree Music Neil Athale, Jay James, John Mourounas, music supervisors; Peter Raeburn, creative director. Music "Girl on Fire" by Alicia Keys Audio Post 750mph Sam Ashwell, sound engineer; Olivia Ray, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
