Capital One - "Like Everyone’s Watching"

Fold7

Fold7 London, United Kingdom

2656

Marka: Capital One
Ülke: United Kingdom

Reklamcı: Capital One

Başlık	Like Everyone’s Watching
Haftanın	Fold7
Kampanya	One Good Thing
Reklamcı	Capital One
Marka	Capital One
İlk Yayınlanma Tarihi	2022 / 8
Sektör	Banking & Financial Services, Investments, Stock Brokers
hikaye	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.
felsefe	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.
Medya Türü	Television
Süre	60 seconds
Editing Şirketi	Final Cut
Medya Ajansı	the7stars
Prodüksiyon Şirketi	Arts & Sciences
Yönetmen	Adam Hashemi
Görüntü Yönetmeni	Lasse Frank
Prodüktör	Ewen Brown
Editör	Dan Sherwin
Renkçi	James Bamford
Post-production Producer	James Beck
Post Prodüksiyon	Rascal
Ses	Dugal MacDiarmid
Ses	King Lear
Kompositör	Ludwig van Beethoven
Oyuncu	Deborah Williams
Oyuncu	Michael Picton
Müzik Yayıncısı	The Elements
Founder & CEO	Ryan Newey
Yönetici Direktör	James Joice
Yaratıcı Yönetmen	Verity Fine Hosken
Yaratıcı Ekip	Kiran Strickland
Ajans Prodüktörü	Catharine Griffiths
Production Assistant	Izy Brand
Direktör	Rachel Clapp
Senior Account Manager	Charlotte Fitzpatrick
Strategy Planner	Yelena Gaufman
Strategy Director	Lizzie Haycocks
Senior Graphic Designer	Alex Gill
Head of Creative Services	Maggie Roberts
Proje Sorumlusu	Sam Tranter
Account Planning Director	Lauren Fishwick
Medya Planlama	Joe Pratt
Reklam Sorumlusu	Katy Lomax
Reklam Sorumlusu	Andy Clayton
Reklam Sorumlusu	Adam Cooper
Reklam Sorumlusu	Jessica Cooper
Reklam Sorumlusu	Thomas Shaw-Mellors