BBH and Experian have rewritten the English nursery rhyme, There Was an Old Woman Who Lived in a Shoe. And the brand is using its familiarity to encourage customers to rewrite their financial future. Better your Story Created injects a much-needed dose of positivity and actionable hope into the financial category.
The whole brand, from tone of voice to visuals, has had an overhaul to drive awareness and consideration of the Experian credit score, and demonstrate tangibly how Experian empowers users to make better financial decisions, ultimately leading to better financial outcomes that help them achieve their goals and aspirations.
The full Better Your Story platform is built with well-known nursery rhymes and fairytales to underscore the universal need for a helping hand.
Its hero 60-second film, radio and subsequent three OOH executions feature well-known stories where a small intervention from Experian could have fundamentally changed the ending.
The hero spot was directed by Tom Noakes through Business Club. The production featured the juxtaposition of the fictional and the modern, including two life-size shoe set builds and detailed, illustrated storybooks crafted with Curious Productions. The music was created for the campaign with composer, Tom Caruana, from Wake The Town and rap artist and musician, Meduulla, who voices the ad and brings a modern world feel to the traditional rhyme.
Sal Miller, chief marketing officer at Experian Consumer Services, stated, “Better Your Story is more than a campaign, it’s our commitment to helping people take control of their financial future. We know that life doesn’t always go to plan, but with the right tools and guidance, everyone has the power to change their narrative. This platform brings that promise to life in a way that’s bold, relatable, and full of optimism.”
BBH ECD, Felipe Serradourada Guimaraes, added, “Once upon a time BBH made a cracking modern day fairytale to tell the world about credit scores. And the ad world lived happily ever after. The end.”
The campaign will be running across TV, cinema, VOD, OOH, radio, digital and social for an initial three-month burst with Media handled by PHD.
Credits:
Client: Experian
CMO: Sal Miller
Head of Brand & Campaigns: Jack Jones
Senior Campaign Manager: Brea Thibobeau
Advertising Agency: BBH London
CCO: Alex Grieve
Executive Creative Director: Felipe Guimaraes
Creative Directors: Philip Holbrook, Stu Royall
Creatives: Jack Gravatt, Till Dittmers
Design Director: Anthony Jones
Designers: Sophie Harper, Lucy Russell-Bates
Planners: Will Hawkins, Alexi Hall
Business Lead: Sarah Rodrigues
Account Director: Sammy Mendel
Account Manager: Ellise Logan
Account Executive: Ruairi Burke
Senior Agency Producer: Kreepa Naisbitt
Art Producer: Amy Grady
Media Agencies: PHD, Jellyfish
Production Company: Business Club
Director: Tom Noakes
Managing Director: Tom Berendsen
Executive Producer: Jason Lovelock
Production Manager: Katie Keith
DOP: James L Brown
Production Designer: Mikey Hollywood
1st Assistant Director: Jim Cole
Costume Designer: Sergei Yordanov
Service Production Company: B2Y
Line Producer: Ivan Ivanov
Edit House: Trim
Editor: Peter Sciberras
Edit Producer: Tatyana Alexandra
VFX: Stray
Creative Director: Carl Norton
CG Supervisor: Nick Slade
2D Lead: Luigi Russo
Executive Producer: Bethaney Phillips
VFX Producer: Chloe Kerr
Grade: Company 3
Colourists: Simon Bourne & Dominic Phipps
Sound Studio: King Lear
Sound Engineer: Ed Downham
Music Company: Wake The Town
Music Composer: Tom Caruana
Music Supervisor: Tom Stanford
Photographer: Dan Humphreys
OOH Production: Curious Productions
OOH illustrator: Kate Forrester
Studio Manager: Toni Polain
