Standard Life wanted to engage a new, younger audience in its pensions. But how could we talk to a group of people whose retirement is an unthinkably long way off, and who reject the clichéd image of old age? Instead of frightening them about their distant future, we reflected their attitudes today, using humorous situations showing how we’re all guilty of trusting in financial daydreams – like writing a bestseller or marrying someone rich – rather than concrete plans. Our idents encouraged our audience to take a reality check, to find out how they could build a smarter financial future.
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