There are two kinds of financial service campaigns now. One uses quirky humour, the other uses rational thinking. isobel’s campaign for UK financial advice firm, St. James Place, uses rational thinking adding a quirky visual metaphor.

See your wealth differently is the first brand campaign by St. James Place since moving from Ogilvy last year. It highlights the value of looking at finances from a different perspective, challenging assumptions and discovering possibilities that may never have been considered by working with St. James Place’s one-to-one advice, strength and expertise.

Ben Stump, executive creative director at isobel, stated,“Good financial advice is a powerful thing. Not because it tells you what to do with your money, but because it helps you see things differently. It challenges what you think you know. Opens up possibilities you hadn’t considered. And sometimes changes the questions you’re asking altogether. See your wealth differently is not just an advertising idea, it’s a belief in the power of personal advice.”

The lead commercial, Answers, features popular actor, Keeley Hawes, wandering through a vast canyon filled with financial information, opinions and answers. She challenges the idea that what people need is more answers. More useful is someone who can help make sense of it all and find the answer that’s right for each individual.

The full campaign covers TV, VOD, print, social, and radio.

Rob Sanders, chief client officer at St. James’s Place, commented, “This campaign to See Your Wealth Differently brings to life the increasing complexity people face when making decisions about their finances, while demonstrating the value of having a trusted adviser to help navigate uncertainty and provide important support. It reflects the long-term, personal and trusted relationships our advisers build with their clients, combined with the strength and scale of advice that St. James’s Place, as the UK’s leading financial advice firm, offers through its Partnership.”

How the film was made:

Credits:

Client: St.James Place 
St. James’s Place Brand & Marketing Divisional Director: Paul Martin
Head of Campaigns & Partnerships: Paul Ainslie
Campaigns & Partnerships Manager: Kate Traish
Brand Campaigns Manager: Tori Johnson

Creative Agency: isobel
Executive Creative Directors: Simon Findlater & Ben Stump
Head of Account management: Lisa Roscoe
CEO: Paul Houlding
Strategy Partner: Steve Hastings
Strategy Director: James Appleby
Account Director: Fran Houlding
Agency Producer: Amy Hansen
Head of Motion & Design: Chan Specner
Motion Design: James Lyle

Production Company: Friend
Director: ManvsMachine
DOP: Olan Collardy
Executive Producer: Luke Jacobs
Producer: Campbell Beaton 
Senior Producer Post: Dawn Christy

Colour: Selected Works
Colourist: Nielsan Bohl 
Sound:  750mph
Sound Engineer: Lucas Trigg 
Music: Lost Boy