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.