The secret to clear communication is keeping things simple. Our Family Trust launched their first TV campaign with a spot produced by JMS Group.
Our Family Trust offers a legal document which enables householders to protect the ownership of their property for their descendants.
Naturally there were caveats and and legal niceties which required deep consideration by ourselves and the client – especially as this was to be their very first TV campaign. Our creative team worked through – and rejected – numerous creative treatments based on scenarios involving solicitors, people writing wills, distraught grandparents, or houses being repossessed. ‘No!’, they said, ‘Let’s be simple and direct’.
So, we chose to illustrate a grandparent worrying about the future security of their grandchild by representing family properties as children’s building blocks. Child knocks the house down – worried granny. Child builds house up again – relieved granny.
And a final clever production twist? Our production stylist painted the building blocks to match the client’s corporate colour palette; which made the graphics team happy because it matched their animation. Simplicity all around – everyone happy.