The Power Of Savings
Old-school savings culture is becoming less relevant to everyday savers, with fewer people aiming for traditional financial goals like mortgages, cars and university. To give NS&I renewed relevance in a sea of stuffy banks, we developed an emotive, future-facing creative platform.
Each scenario centred around financial wellbeing and the sense of possibility - both big and small - that savings provide.
And we took a bespoke, holistic design approach to make sure the new brand identity would work with our suite of images and shine in even the hardest-working formats.
And we took a bespoke, holistic design approach to make sure the new brand identity would work with our suite of images and shine in even the hardest-working formats.
Client: NS&I
Agency: FCB London
Role: Concept / Headlines and campaign copy / Tone of voice / Casting / Design direction / Stills shoot / Post-production - image selects, grade, colour, retouching
Agency: FCB London
Role: Concept / Headlines and campaign copy / Tone of voice / Casting / Design direction / Stills shoot / Post-production - image selects, grade, colour, retouching
Our cast of characters were carefully selected to reflect a diverse portrait of everyday savers, as well as their varied stories and financial ambitions. These ranged from running their own business, learning new skills, or securing their family’s future to simply taking a trip somewhere new.
![]()
