Звук at King Lear

Capital One - "Like Everyone’s Watching"

Fold7

Fold7 London, United Kingdom

2670

Бренд: Capital One
Страна: United Kingdom

Рекламодатель: Capital One

Заголовок	Like Everyone’s Watching
Агентство	Fold7
Кампания	One Good Thing
Рекламодатель	Capital One
Бренд	Capital One
Дата первой трансляции/Публикации	2022 / 8
Бизнес сектор	Банковские и финансовые услуги, инвестиции, биржевые маклеры
История	In the film, we meet a young woman who claims her phone call may be cut off because she is “on the train”, when we can see she is in fact ensconced at home in her flat. Elsewhere, an office worker checks for nearby observers before nicking a colleague’s smoothie from the communal fridge. A dad pretends to listen to his daughter’s teacher at parents’ evening, while we can see he’s watching football on his phone under the table. As a group of caterers set up for an event, a waiter steals a prawn canapé from an elaborate prawn tower. A couple realise just too late that they have cut in front of a heavily pregnant woman in a queue but, upon realising, do nothing about it.
философия	Capital One UK has launched today its new brand campaign: ‘One Good Thing’. Capital One UK believes the way to effect real change for the better is to focus on tangible outcomes “one small, good thing at a time”. This is the first work by Fold7, following their appointment in 2021, and brings to life this new and ambitious strategic direction. The launch campaign runs across cinema, Broadcast VoD, outdoor, as well as social media and radio. The campaign was born out of research which highlighted that 58% of adults don’t trust a brand until they have seen ‘real world proof’ that they have kept their promises*. Against this backdrop of declining trust and scepticism about “purpose-washing” (brands co-opting external narratives around social good, sustainability or other issues to benefit from borrowed credibility and/or goodwill), the core strategic concept of “small actions speak louder than big words” was developed in partnership with Fold7. The launch 60” film, ‘Like Everyone’s Watching’, paints a series of vignettes illustrating the temptation to get away with taking more, giving less, bending the truth, or shirking responsibility when you believe no one is watching. This series of vignettes is then contrasted with Capital One’s promise to “simply always do credit as if everyone is watching”. This promise plays out over a scene of a driver who accidentally damages a car in a deserted car park but who does the right thing anyway, leaving a note with his details. The closing moments of the ad tease the launch of a new visual hero for the brand, a hovering, glowing ‘One’ that emphasises the brand’s ethos - its ‘conscience’ - as manifested in small, good things in the world at large.
Тип медиа	Телевидение
Длина	60 seconds
Редакционная компания	Final Cut
Медиа-агентство	the7stars
Продакшн Студия	Arts & Sciences
Директор	Adam Hashemi
Оператор-постановщик	Lasse Frank
Продюсер	Ewen Brown
Редактор	Dan Sherwin
Колорист	James Bamford
Продюсер пост-производства	James Beck
Послепроизводственный этап	Rascal
Звук	Dugal MacDiarmid
Звук	King Lear
Композитор	Ludwig van Beethoven
Исполнитель	Deborah Williams
Исполнитель	Michael Picton
Издатель музыкальной литературы и нот	The Elements
Founder & CEO	Ryan Newey
Управляющий директор	James Joice
Креативный директор	Verity Fine Hosken
Креативная команда	Kiran Strickland
Продюсер агентства	Catharine Griffiths
Помощник производства	Izy Brand
Коммерческий директор	Rachel Clapp
Senior Account Manager	Charlotte Fitzpatrick
Strategy Planner	Yelena Gaufman
Стратегический директор	Lizzie Haycocks
Senior Graphic Designer	Alex Gill
Head of Creative Services	Maggie Roberts
Менеджер проекта	Sam Tranter
Account Planning Director	Lauren Fishwick
Медиа-планировщик	Joe Pratt
Менеджер по рекламе	Katy Lomax
Менеджер по рекламе	Andy Clayton
Менеджер по рекламе	Adam Cooper
Менеджер по рекламе	Jessica Cooper
Менеджер по рекламе	Thomas Shaw-Mellors