London agency St Luke’s has rolled out its first work for credit app TotallyMoney. The TV and online campaign demonstrates how with the right guidance and support, people can climb higher and reach their goals.
With a belief that customers’ data should work for them, not against them, TotallyMoney provides almost 5 million customers with a free, live credit report, personalized alerts to highlight what might be holding them back, and tailored tips to help improve their score.
This brightly colored painterly animation :30 titled “You’ll totally get there” shows a variety of people, with different ambitions, embarking on their journey via metaphorical rope ladders and climbing up to their targets that rest in clouds. The soft pastel animation style is designed to be inviting and include all sorts of aspirations, encouraging people with the tag line ‘You’ll totally get there’.
Al Young, chief creative officer at St Luke’s, adds: “Most campaigns in this sector suggest improving your credit score is a bit of fun. This is out of step with the real experience of trying to borrow affordably. TotallyMoney understands exactly what their customers are going through, and we set out to create a campaign that dramatized that. Lobo, our production partners, have created beautiful, painterly illustrations and animations that reflect the struggle of improving your credit score with both sensitivity and a sense of undimmed optimism.”
Mateus de Paula Santos of animation studio Lobo directed the spot.
