There’s an investment craze at the moment being fed by low bank deposit interest. The problem with crazes is that they tend to go advert mad and all those adverts by all those brands tend to look the same.
Creative consultancy, Harbour Collective, has stepped outside the expected in its campaign for online investment platform, Bestinvest.
The campaign reminds people that they work hard for their money and invites them to make their money work equally as hard. It leads with a humorous 30-second commercial showing some of the most challenging work moments – a newsreader going live in a storm, a stunt actor diving through a window – again and again – and a man promoting a beauty salon inside a heart-shaped wig.
The new creative platform targets self-directed investors who want reassurance and support in making their investment decisions. It is the first work by Harbour Collective and VCCP Media, which handled media planning and buying, since the two agencies were appointed by Bestinvest in 2021.
The hero 30-second film, directed by Jon Barber at MindsEye, made its TV debut during Live at The Apollo and Jamie’s Great Britain. VCCP Media also brokered a cinema campaign with Everyman Cinemas in which the new Bestinvest spot will premier during Top Gun: Maverick. Supporting TV and cinema is a hero AUDIO out-of-home activation at Westfield Hammersmith which will treat passers-by to the smashing sound of the stunt man breaking through the glass. HeadsUp Production is production partner for the campaign.
Simonetta Rigo, chief marketing officer of Bestinvest parent, Tilney Smith & Williamson, stated, “To convince people to invest their hard-earned money through Bestinvest, we needed to develop a standout creative platform to cut through the noise. Harbour Collective understood this perfectly, and have created something truly unexpected and memorable, which we believe will really resonate with our audience of hardworking investors.”
Grant Parker, creative partner, Harbour Collective, added, “To stand out from the ‘sea of same’ that is the world of financial services marketing, we stayed as far away from the cliches and stereotypes of the sector as possible. The scenes in our hero film needed to feel relatable and real, so we chose talent who reflected that and who people will care about. We wanted our audience to be able to empathise with the characters and recognise the pain of the grind, of working hard for your money.
“We’re excited to launch a campaign which feels really fresh, and unlike anything any of Bestinvest’s competitors are doing.”
Tara Marus, Joint chief executive officer, VCCP Media, stated, “Bestinvest is the epitome of the challenger clients we love to work with, showing a distinct appetite to challenge the category norms. Working with Harbour we have been able to collaborate to devise an interesting and contextual plan to amplify the creative across high impact broadcast and digital media.”
Credits:
Client: Bestinvest
Chief Marketing Officer: Simonetta Rigo
Head of Proposition & Brand Experience Design: Meher Mumtaz
Senior Marketing Manager: Courtney Galloway
Creative Agency: Harbour Collective
Co-Founder: Kev Chesters
Client Partner: M-L Robinson
Creative Partner: Grant Parker
Strategy Partner: Kim Walker
Creative Directors: Yann-Gael Cobigo and Thibault Michal
Business Director: Anna Coulter
Account Coordinator: Emma Bannon
Production Company: MindsEye
Director: Jon Barber
Producer: Max Yeoman
Production: HeadsUp
Tim Page: Producer
Jenny Ryan: Assistant Producer
Post Production: Black Kite
Music: Pitch & Sync
Media Agency: VCCP Media
