Communion’s launch campaign is Hallmark Uncommon. It’s defiantly, unignorably provocative. And it goes right to the heart of what people want.
The campaign gives new saving app, Communion, ownership of being able to say eff you to the things that are holding you back —your boring day job, your sadist boss, your lousy boyfriend… To launch the app, Communion and Uncommon have created the F.U.nd, which stands for fuck you fund. The fund celebrates the cathartic joy of being able, finally, to tell that person, or thing, where to go. The F.U.nd was inspired by the term ‘fuck off fund’ popularised by writer, Paulette Perhach.
Communion rewards commitment & community with financial freedom. It’s the first financial app of its kind, providing the right conditions for building wealth including habit formation and behaviour change training as well as the tools to save and grow earnings. Companies have made it easier than ever for people to impulse spend, and harder to keep hold of the money they earn. The abundance of finance apps, tools and services has led to more, not less, confusion. Communion’s data shows that the UK feels trapped by money, and that too many people’s finances are out of control.
Uncommon has launched Communion’s F.U.nd with a gloriously rebellious launch film using the icon of a hand giving two fingers and repeatedly flipping off everyday restraints that can hold us back.
Lucy Jameson, co-founder at Uncommon, commented, “We set-up Uncommon to build brands people wish existed. But if we came across an idea we believed in — we’d go one step further — and back it ourselves. Communion is just that — a new investment community and app designed to give everyone the power to build a financial buffer against the world and say “eff you” to the things that hold them back. Data shows that very few people in the UK are saving enough for their future. Communion is on a mission to break this cycle and make investing feel as democratic, empowering and effortless as spending.”
Nils Leonard, co-founder at Uncommon, added, “We’re so proud to have built Communion with Dan and his excellent team from the ground-up. Humans let money stop us living. It’s what really holds us back from doing the things we want — whether that’s making an idea a reality, quitting a job you hate or leaving a terrible lover. Removing dependency is a beautiful human state and saving is a big part of that. Whether it’s the logo with its broken chain, the language or the principles behind the design of the launch savings product — The FUnd, the concept of freedom lives through the entire brand. This is the type of work Uncommon thrives on, finding fame and audiences in every detail of a brands experience.”
To support the film, the F.U.nd launches with a limited run of explicit, two-fingered chrome money banks, a physical, symbolic reminder that savings give us the power to say “no” to the things that don’t serve us best. The app icon uses the unique and ownable combination of the brand’s clouded sky and chrome chained C, helping the app standout on busy phone screens. Communion’s brand, designed by Uncommon, launches with a logo of a broken chain. Representing the idea of breaking free from financial constraints, the letter C is formed using the links.
Founder and chief executive officer of Communion, Daniel Hegarty, stated, “We believe everyone has the ability to take control of their money and build a buffer against the world, so long as they’re given the right conditions, tools and support to do so. We created Communion for people who want to live life with more autonomy and less fear.
“You want to go on holiday. You want to move to a nicer area. You want to quit your day job. You just want to feel less anxious about money. The difference between doing the thing you’ve always wanted to do, and never having the chance isn’t hustling, get-rich-quick-schemes or meme stocks — it’s saving. But as simple as that sounds, saving is a really hard thing to do. Pretty much everything around us prevents us from being able to hold on to what we earn and no one is currently tackling the underlying pressures and biases that are at play when it comes to money.”
Credits:
Client: Communion
Creative Studio: Uncommon
Production Company: Uncommon
Director: Tally Francis
