Lloyds By Your Side for 250 Years
Lloyds Bank has launched a campaign featuring its iconic black horse to mark the bank’s role in supporting customers through 250 years of an ever changing Britain. At the heart of the campaign is a 90 second and 60 second film depicting the strength and support of horses in everyday situations from the year the bank was founded in 1765 to the present day. It opens on a stable in the 18th Century where a black foal takes its first steps, moving to a horse helping a farming couple plough their field in a pre-mechanised economy, through to a scene depicting the last horse drawn RNLI lifeboat in Wells (where this scene was shot), cuts to a horse drawn carriage at an 80s wedding, before ending on a British Para Show Jumper, Susi Rogers Hartley, cantering through a forest. In each scene of ‘Horse Story’, the black horses – the iconic symbol within the brand’s logo – put people first, demonstrating Lloyds’ core values of loyalty, trust and service.
The campaign breaks on 29th June and also encompasses press, outdoor, digital and in-branch advertising. It uses the line: By your side for 250 years.
Mat Goff, Managing Director, adam&eveDDB said: “The black horse is one of the most enduring icons on the British High Street. It represents the endurance, service and partnership that Lloyds has always provided its customers and is the perfect creative device for marking Lloyds’ 250th anniversary. “
Catherine Kehoe, Managing Director Group Brands and Marketing, Lloyds Bank said:
“We wanted to acknowledge our 250th anniversary with a campaign that dramatises the role Lloyds Bank has played in its customers’ and communities’ lives through the years, our iconic symbol – the black horse is the vehicle used to demonstrate quiet determination and trust, by your side through good times and bad.”
The Lloyds By Your Side campaign was developed at adam&eveDDB London by chief creative officer Ben Priest, executive creative directors Ben Tollett and Richard Brim, planner David Golding, producers Matt Craig and Victoria Bennett, account managers Mat Goff and Charlotte Wolfenden working with Lloyds Banking marketing team Ros King and Jean Reddan. Media was planned at MEC by Hannah McWilliam and Melanie Constant.
Audio post production was done at Wave Studios by sound engineer Aaron Reynolds. Music is “Wings”, performed by Birdy.