As part of their rebranding campaign, Lloyds Bank wanted a series of partnership pieces with Channel 4 that were 'Entertaining, unexpected and memorable'.
Featuring Clare Balding, Mary Portas, Ade Adepitan and Nick Hewer, the films focused on key life milestones rather than banking as they spoke about subjects including buying your first home or starting your own business.
It was the first time Lloyds Bank had used on screen talent in an advertising campaign. By giving the pieces the look and feel of a high end documentary - as if they were part of programming, they were very well received.