Lloyds Bank: Epic Journey
Lloyds Bank tasked adam&eveDDB with revitalizing their 'By Your Side' platform to deepen emotional connections with UK consumers. Facing a commoditized banking market and social uncertainty, the bank needed to move beyond product - led messaging. The goal was to reinforce Lloyds as a stable, supportive institution for all life stages, targeting families concerned about long - term financial security.
Creative Idea
Transformed the iconic solo black horse into a protective guide for a young foal.
Lloyds Bank uses the cinematic journey of a mare and foal to dramatize inter - generational support, positioning the bank as a steadfast companion that helps families navigate life's challenges through its iconic, enduring symbol of the black horse.
A Cinematic Odyssey Shot on 35mm Film
From New Zealand to a Hostile Winter
To capture the vast, rugged scale required for the narrative, director Marcus Söderlund and the Academy Films crew bypassed the UK for the South Island of New Zealand. Despite the lush scenery of Queenstown, the creative vision demanded a "hostile winter" environment. Untold Studios utilized advanced digital matte paintings and VFX to transform the landscape, adding snow to mountain peaks and ice to lakes that did not exist during the shoot. To maintain a textured, timeless aesthetic, cinematographer Justin Brown opted to shoot on 35mm film rather than digital. This required a Freefly Alta 8 heavy-lift drone to carry the substantial weight of the film cameras over the mountainous terrain.
The Power of Intergenerational Stability
Launched during a period of significant social and political division in the UK, the campaign moved away from product - led offers to focus on "spontaneous awareness." By introducing a young foal alongside the iconic Black Horse (a brand symbol since 1888), Lloyds positioned itself as a bridge between generations. Catherine Kehoe, Managing Director at Lloyds, noted that the ad was designed to show the bank would be "by their side whatever challenges may arise." This long - term brand - building strategy proved immensely profitable, delivering a profit ROI of £11.65 for every £1 invested and driving a 123% increase in incremental revenue between 2017 and 2019.
Practical Training and Shazam Hits
The emotional resonance was anchored by the track "Look After You" by Aron Wright, which became a viral "Shazam" favorite following the premiere. On set, the interaction between the horses was managed by Wayne McCormack of The Devil’s Horsemen, ensuring the foal's safety while maintaining the epic, cinematic scale of the journey.
Creative Strategy Deconstructed
Company
The iconic Black Horse, a symbol of strength and stability since 1888, recognized by millions across the UK.
Category
Banks often focus on cold product features or short - term digital convenience rather than long - term emotional brand building.
Customer
People facing economic uncertainty wanted a reliable partner to help protect their family's future across multiple generations.
Culture
A post - Brexit UK marked by social division and a need for institutions that represent continuity and inter - generational unity.
Company
The iconic Black Horse, a symbol of strength and stability since 1888, recognized by millions across the UK.
Category
Banks often focus on cold product features or short - term digital convenience rather than long - term emotional brand building.
Strategy:
Leverage a legacy brand asset to symbolize enduring protection and the passing of security between generations.
Customer
People facing economic uncertainty wanted a reliable partner to help protect their family's future across multiple generations.
Culture
A post - Brexit UK marked by social division and a need for institutions that represent continuity and inter - generational unity.
Strategy:
Leverage a legacy brand asset to symbolize enduring protection and the passing of security between generations.
Strategy Technique
Create a New Mental Shortcut
By evolving the iconic black horse from a solo figure into a protective parental guide, Lloyds creates a shortcut connecting their brand to feelings of safety, legacy, and lifelong partnership.
Explore Technique
Creative Technique
Connect Generations
The ad features an adult horse guiding a young foal through harsh environments, visually representing the transfer of wisdom and support between generations, mirroring the bank's role in family life.
Explore Technique
Craft Breakdown
The campaign's power lies in its breathtaking cinematography and the seamless integration of animal performance with epic natural landscapes, creating a visceral sense of protection and heritage.
The use of diverse, grand locations and sophisticated camera movement captures the majesty of the horses and the scale of their journey.
The choral arrangement of the song perfectly mirrors the emotional narrative, providing a soulful and protective atmosphere.
The selection of locations across various terrains and weather conditions creates a believable and epic world for the brand's icon.
The pacing expertly balances quiet moments of connection with high-energy sequences of the horses in motion.
The synergy between the sweeping visuals and the soaring choral soundtrack elevates the brand's 'black horse' icon from a logo to a living symbol of enduring support.
