Capital One - "Like Everyone’s Watching"

Fold7

Fold7 London, 英国

2664

品牌: Capital One
国家: 英国

广告主: Capital One

标题	Like Everyone’s Watching
广告公司	Fold7
广告战役	One Good Thing
广告主	Capital One
品牌	Capital One
首次发布日期	2022 / 8
行业领域	银行与金融服务、投资、证券服务
剧情简介	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.
哲学	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.
媒体类别	电视
长度	60 seconds
剪辑公司	Final Cut
媒介公司	the7stars
制作公司	Arts & Sciences
导演	Adam Hashemi
摄影指导	Lasse Frank
制片	Ewen Brown
剪辑师	Dan Sherwin
Colorist	James Bamford
Post-production Producer	James Beck
后期制作	Rascal
音效	Dugal MacDiarmid
音效	King Lear
音乐作曲家	Ludwig van Beethoven
表演者	Deborah Williams
表演者	Michael Picton
Music Publisher	The Elements
Founder & CEO	Ryan Newey
Managing Director	James Joice
创意总监	Verity Fine Hosken
创意团队	Kiran Strickland
广告公司制片	Catharine Griffiths
Production Assistant	Izy Brand
Business Director	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
项目经理	Sam Tranter
Account Planning Director	Lauren Fishwick
媒介企划	Joe Pratt
广告经理	Katy Lomax
广告经理	Andy Clayton
广告经理	Adam Cooper
广告经理	Jessica Cooper
广告经理	Thomas Shaw-Mellors