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YCN 2014 - Standard Life

Standard Life wanted to switch younger audiences onto the importance of financially planning for their futures. They were looking for a fun concept and something that would shake young people out of financial apathy. The concept needed to work across various channels.

My concept incorporated the Standard Life triangular icon wherein a young person would see it as a heroic symbol, and how they could be their own hero if they saved a little a lot over time. The overall campaign was called Your Future Needs Today, adding a sense of daring urgency to the campaign.

I created storyboards for televised campaigns and I created traditional print campaigns. There was also an app that would show someone how much they were saving, and would encourage them to save more via a rewards/ incentive scheme if a person filled the Standard Life symbol with yellow on a regular basis.


Brian Mulhall

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