Latitude launches ‘Partners in Money’ brand platform with musical campaign via CHE Proximity
CHE Proximity has launched new brand positioning for financial services provider, Latitude, that taps into the insight that consumers want to feel like they are in a partnership with their provider.
‘Partners in Money’ is explored in a masterbrand campaign that features a musical jingle about the all of the financial dreams Latitude can help its customers achieve.
The declaration of ‘let’s’ at the end of the advertisement represents how Latitude works with its customers to help them make informed decisions about their money.
The campaign was designed to look like an Instagram feed, as that is where many Australians find their inspiration for financial goals, whether it be saving for holidays, new cars or clothes.
CHE Proximity chief creative officer, Ant White, explained: “It’s great to see Latitude using the full scope of our ethos at CHEP of Connected Creativity to reach customers and build a truly modern brand. The creative execution is based on a great media insight that our audience is dreaming in their Instagram feed. The team turned this dream into action, writing multiple spots and executions that will be targeted online to individuals based on their behaviour. Yet, the best part is, all that data and tech detail is hidden behind some great craft and storytelling.”
General manager of marketing for Latitude, Caroline Ruddick, added: “The new Latitude campaign enabled us to showcase how we have brought all of our key products, including our new payments offering, Latitude Pay, into one Latitude Masterbrand. We are excited about this next stage of our evolution as we deliver outstanding consumer experiences and help our merchant partners grow their businesses. ‘Let’s’ is the catalyst for starting something together, in a partnership.”
Creative Directors at CHE Proximity, Cameron Bell and Sam Dickson, praised the campaign directors Los Pérez.
“We spent a lot of time finding the right directorial team to bring the campaign to life. For us, it had to be Los Pérez. Their attention to detail, stunning style and unique vision lifted the entire campaign to something we’d struggle to imagine,” Bell and Dickson stated.
The campaign will roll out in Australia and New Zealand across TV, digital video, OOH and digital display.
Credits
Production: Division
Directors: Los Pérez
Executive: Producer Genevieve Triquet
Producer: Karen Sproul
Post Production: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Snr VFX Producer: Amy Jarman
Editor: Michael Houlahan
Colourist: Greg ‘Elvis’ Constantaras
Senior Flame Artist: Brad Smith
Lead Compositor: Bertrand Polivka
Compositors: Giselle Hunter, Tim Hannah, Fiona Lu
3D: Chris Norris, Philip Wang, Tim Jarrick, Boris Forman
Music Publishing Anton @ Trailer Media
Music by Sonar Music
Music Producer Leyla Varela
Music EP Sophie Haydon
CHE Proximity
Chief Creative Officer: Ant White
Executive Creative Director: Glen Dickson
Creative Director: Sam Dickson
Creative Director: Cam Bell
Senior Producer – Department Lead: Jen Livingston
Chief Strategy Officer: David Halter
Director – Brand: David Warren
Director – Strategic Production: Holly Alexander
Chief Operating Officer: Andrew Drougas
Group Account Director: Thomas Penn
Account Director: Kenyon Marais
Account Director: Sarah Robertshaw
Account Manager: Lotty Tucker
Latitude Financial Services
General Manager of Marketing: Caroline Ruddick
Head of Loans Marketing: Matthew Wickham
Relationship Marketing Manager: Mark Jones
Marketing Manager: Rachel Clarke
Media planning and buying: CHE Proximity
I have no idea what I just watched
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Cool.
So, a high-budget jingle.
To be targeted at people online who mostly have things on mute.
Nice.
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When you have to explain the idea it doesn’t work.
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Not good advertising.
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I love the idea of ‘a modern brand’. What is that? A lot of brands succeed through heritage and not through a confused mess like this.
Maybe this is modern branding? Stuff no-one gets…
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Alec Baldwin was better — even if he skewed older.
But this ‘chase youth at all costs’ crap won’t win a single customer over from Afterpay, Zip Money or any of the other neo-fintech bank thingo’s that are rapidly eroding Latitude’s (ageing) core business.
But it’ll give Ahmed Fahour something to wax lyrical to staff on Friday after that flop of a float last month.
If only AFR’s Joe Aston covered advertising, he’d give this the critique it deserves… Might give him a nudge in this direction!
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Just think – there were worse ideas, and versions of this one, that got knocked back before they agreed to go live with this thing.
It takes creativity in spades to take a behaviour based media insight and just visually recreate that media channel, then still need a 60sec cut to execute the idea. Genius.
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Q: Why the lips on legs?
A: We got this great insight that the majority of Australians have both lips AND legs.
Q: ok – just lips and legs?
A: Thats what the insight suggests…
Q: Right. Ok. Well that answers my next question about the focus on Instagram….
[This comment has been edited under Mumbrella’s comment policy]
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This is about the most confusing creative work I have ever seen.
I watched it a few times and still have no idea what it is actually communicating. Completely fails without sound. The creative looks nothing like an instagram feed at all, more like a highly stylised extravagant modern day Alice in Wonderland photo shoot.
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What the on earth is this Ad??
Do people really think dancing lips and legs is appropriate in 2019???
And Let’s…? Let’s what???
This is one of the most confusing piece of creatives I have seen!
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As Frank Lowe said..’ bad advertising should carry a Heath warning’
In the case of this Ad, i would say this campaign needs to go the way of the cigarette advertising… banned completely!
I wonder how many millions these poor suckers paid for this…. let’s? Let’s charge you millions for a crap ad
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What?
This is just horrendously terrible.
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I feel like both my eyes and ears are bleeding at the same time.
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Nice to see the faceless, gutless, talentless trolls finally got their forum to vent their inadequacies.
The Australian Advertising market has got to be the most unsupportive industry there is.
You truly suck Trolls!
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“Nobody counts the number of ads you run, they just remember the impression you make….”
Well this leaves an impression for the wrong reasons… over stylised crap!
Alec B was so much better.
A clear sign that the client had more money than sense!
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*the campaign’s inadequacies.
faceless, gutless – ironic considering you also posted anonymously and talentless is a wild assumption.
Posting an opinion, even anonymously, isn’t ‘trolling’.
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