You Are Not A Loan
Art director: Shannon Dudley
Copywriter: Annette Minnaar
Creative director: Carl Cardinelli
IDEA:
Use wordplay to assure potential clients that they are more than the worth of their money.
The campaign messaging platform, “You are not a loan, and with Business Partners, you’re not alone either”, not only addresses the negative stereotypes of the financial sector and doubts of BPL’s target audience, but also incorporates some good ol’ wordplay. Our goal was to communicate to entrepreneurs that Business Partners handles its cliental with respect and a rich understanding from decades of industry experience.
BACKGROUND
Business Partners Limited, BPL, is a specialist risk finance company for SME entrepreneurs and goes beyond financial support. It offers personal mentorship, tailor-made finance and property solutions.
Our challenge was to create a campaign for BPL that communicates BPL’s unique benefits earnestly and speaks to the mentality of entrepreneurs.
Print adverts
Radio
