Determination
We all have our mountains to climb. For Royal London, this was making a name for itself in a noisy, low-interest category, dominated by bigger players. The Determination campaign took Royal London’s mutuality - they’re owned by their policyholders - as its starting point. A determined wall crawler toy brought the brand’s approach to life, demonstrating what can be achieved with a little extra grit, and helping establish Royal London as plucky consumer champions.
- AnimationMixed Media Animation
Country
- United Kingdom
Client
- Royal London
Production Company
- Outsider
Director
- Dom Nic
Film Production
- Outsider
Executive Creative Director
- Darren Bailes
Creative Director
- Kieran Knight
- Veryan Prigg
Copywriter
- Sam Sword
Art Director
- Harry Osborne
Agency Producer
- Elliot Liebermann
Integrated Producer
- Charlotte McCluskey
Planner
- Ross Nicolson
Media Agency
- Spark
Account Director
- Isabelle Hutchinson
Business Director
- Scott Kennedy
Producer
- John Madsen
Post Production Company
- Electric Theatre Collective
Editor
- Russell Icke
Sound Design
- Parv Thind
Head of Brand Marketing
- David Meliveo
Senior Brand Manager
- David Hall
Campaign Manager
- John Davis
We all have our mountains to climb. For Royal London, this was making a name for itself in a noisy, low-interest category, dominated by bigger players. The Determination campaign took Royal London’s mutuality - they’re owned by their policyholders - as its starting point. A determined wall crawler toy brought the brand’s approach to life, demonstrating what can be achieved with a little extra grit, and helping establish Royal London as plucky consumer champions.