Lloyds Bank launches its latest brand campaign from adam&eveDDB, London, with a 60-second TV commercial, “Epic Journey,” featuring the familiar black horse.
At a time when the generational divisions in Britain are greater than ever, the campaign highlights the importance of inter-generational support by showing the iconic horse and a young foal embarking on an epic journey together.
Set to the soundtrack of “Look After You” by Aron Wright, the spot shows the two generations supporting each other on that journey; demonstrating Lloyds Bank’s commitment to be by the side of every generation.
“Epic Journey” was directed by Marcus Soderlund of Academy Films.
Credits
Client Lloyds Bank Agency adam&eveDDB London Ben Tolett, group executive creative director; Richard Brim, chief creative officer; James Gillham, creative director/art director; Graham Cappi, creative director/copywriter; Nikki Cramphorn, producer; Hayley Carter, assistant integrated producer; Nicola Applegate, producer; David Golding, group chief strategy officer. Production Academy Films Marcus Soderlund, director; Justin Brown, DP; Simon Cooper, exec producer; Juliette Harris, producer. Editorial Trim Tom Lindsay, editor. VFX Untold Studios Tom Igglesden, VFX producer; Neil Davies, VFX executive creative director; Diarmid Harrison-Murray, VFX creative director; Amir Bazazi, Alex Gabucci, VFX supervisors; Clement Granjon, Philippe Moine, Aitor Arroyo, Doruk Saglam, Benoit Gielly, Deniz Cinar, Gael Kerchenbaum, Michael Hanault, Sauce Villas, Carl Edlund, VFX artists. Color CHEAT Toby Tompkins, colorist. Music SixtyFour Music Nick Payne, Joe Rice, music supervisors. Soundtrack: “Look After You” by Aron Wright.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
