Funerals. Dentistry. Pets. Eyesight.
They share two things:
1 They’re not cheap!
2 Adverts in trade magazines tend to be a little predictable.
Braemar Finance act as a link between business and customer, providing funding to people who need to deal with these expenses. However their advertising just disappeared amongst similar trade ads.
To really stand out, I felt that a degree of honesty could then help to introduce a bit of humour into the ads – the message being ‘we’re obviously not experts in dentistry, but we are in finance’.
Due to tight timings, I was responsible for creating the illustrations as well as the art direction. A real rush job!
A few characters were created – I was inspired by Oliver Postgate’s jerky animations of Ivor the Engine, to create slightly exaggerated poses, having seen his adjustable 2D models for those characters.
Then a little element of uneasy surrealism was added to the scenarios – influenced by Italian artist Giorgio de Chirico’s dream-like paintings (however the odd little train De Chirico has on the horizons was replaced by teeth, buildings and tombstones.
Why do you deserve to win?
I was proud of this work as I got the chance to use direct influences from two completely different sources that I’m a big fan of. Especially in such a dry industry as finance and loans.
The result was that the client’s brand was strengthened, with a recognisable style running through all their ads in a variety of trade publications, in the UK and Ireland.