VCCP has defied the usual bank advertising format to make the UK reappraise Barclay’s. The campaign’s gentle humour around the moment Stephen realised it was time to “leave the nest’ underlines Barclays as the bank best placed to help people, businesses and communities make meaningful progress.

The campaign’s second film, Skatepark, shows skateboarders watching two self-appointed ‘finance gurus’ spout misleading advice on social media. Instead of joining in, Isaac turns to Barclays LifeSkills to help him gain money confidence. In both films, the campaign reflects modern British life with authenticity, humour and a distinctive brand voice.

The campaign dramatises the defining moments when people choose to make a positive change in life or in business with charming and relatable scenarios rather than the clichés of banking advertising.

The campaign’s two 60-second hero films were directed by David Shane through O Positive, supported by VCCP’s content studio Girl&Bear. The campaign was created by VCCP creatives, Tom Dyson and Lance Boreham with support in OOH channels from Tom Lee and Ludo Thomas.

The two TVCS are supported by 30-second radio versions of Orca and Skatepark are also live from today, and OOH executions that bring to life the ‘moment of choice’ – from witty decision trees to addressing commuters having to travel to the end of the line, still living with parents and saving for a home of their own. 

In the wider campaign, VCCP and VCCP’s digital experience agency, Bernadette, created a suite of Barclays B2B assets, going live from November 3, aimed at C-suite and business leaders. The B2B aspect of the campaign encompasses OOH, radio, social, digital, as well as bespoke digital assets for the Financial Times and The Times. All assets highlight a familiar ‘moment’ within corporate life – from the moment a stakeholder decides to take the next step to grow their business to when they realise they need to take the threat of fraud more seriously, suggesting Barclays as the solution via offerings such as their Business Prosperity Fund or their 24/7 fraud protection.

B2C social media executions led by Born Social. deliver shorter-form cultural cut-through. All media planning was handled by OMD, with digital performance assets by RAPP.

The new creative direction was triggered by Acacia Avenue research, that progress is an innate desire in all of us, but in today’s uncertain world, no one can achieve it alone. Contemporary challenges like the housing crisis and continued business volatility means the nation needs a stable bedrock with modern solutions to make progress feel achievable.

Simon Groves, Group MD of brand, creative and media at Barclays, stated, “We set out to redefine the role Barclays plays in modern British life. Not just as a financial institution but as a genuine enabler of progress. This campaign is about recognising the real, often messy, moments when people decide to take action, and showing how Barclays can be there at those pivotal points.”

Chris Birch and Jonny Parker, chief creative officers at VCCP, added, “This work is about helping people see Barclays differently – not just as the longstanding high street bank we all know, but as a positive force for progress. Showing up in those little unexpected moments in life where people choose to move forward. It’s bringing Barclays back into a space where it can populate culture with a genuine point of view and understanding.”

The full UK campaign covers TV, cinema, VOD, radio, OOH and social.

Credits
Client: Barclays
Advertising Agency: VCCP
CCOs: Jonny Parker & Chris Birch
Creative Director: Yan Elliott
Creatives: Tom Dyson & Lance Boreham 
Tom Lee & Ludo Thomas
Managing Partner: Emma Whitmarsh
Business Director: Kate Fitzgerald 
Account Directors: Louise Fox & Mark Jones
Account Manager: Takbir Rahman
Account Executive: Ralph Cornell  
Group Head of Planning:  Stefan Siedentopf
Planning Director: Dan Perry
Senior Planner: Alice Wagner

Content Creation Studio: Girl&Bear
Agency TV Producer: Lilly Alter, Ed Thorn
Integrated Project Director: Hannah Wood
Senior Integrated Producers: Poppy Tullo, Antonia Hawkins & Charlotte Mccluskey
Senior Designer: Tegan Barnes
Design Director: Lee Bodell
Deputy Head of Artlab: Scott Mitchell
Assistant Artlab Manager: Tom Whetnall
Digital Project Director: Bobby Parmar
Digital Senior Producer: Ben Fish
Digital Creative Director: Jon Bancroft
Digital Motion Designer: Andy Potts

Media Buying Agency: OMD
Production Company: O Positiv
Director: David Shane
DoP: Chris Sabogal
Executive Producer: Nell Jordan 
Production Manager: Polly Leach
Production Designer: Kem White

Editing: The Quarry
Editor: Jonnie Scarlett 

Post-Production Company: Rascal Post 
Senior VFX Producer: Chloe Ensor 
Colourist: James Bamford
Flame Op: Paul Wratten
Executive Post Producer: Colin Oaten 

Audio Post-Production Company: Factory 
Sound Engineers: Ant Moore, Jack Hallett, Dan Beckwith & James Utting
Production Assistant: Noemi Seminara
Colour Assist: Michael Sherlock-Pearce & Rory Leighton
Colour Producer: Lily Delphine
V/O Casting: Bourne Consultancy

Music Company: DLMDD 
Music Supervisor: Lizz Harmann & Rob Shone
Composer: Ben Cocks