Capital One - "Like Everyone’s Watching"

Fold7

Fold7 London, Regno Unito

2632

Marca: Capital One
Paese: Regno Unito

Cliente: Capital One

Titolo	Like Everyone’s Watching
Agenzia	Fold7
Campagna	One Good Thing
Cliente	Capital One
Marca	Capital One
Data di Prima Diffusione/Publicazione	2022 / 8
Settore	Istituti di Credito
Trama	In the film, we meet a young woman who claims her phone call may be cut off because she is “on the train”, when we can see she is in fact ensconced at home in her flat. Elsewhere, an office worker checks for nearby observers before nicking a colleague’s smoothie from the communal fridge. A dad pretends to listen to his daughter’s teacher at parents’ evening, while we can see he’s watching football on his phone under the table. As a group of caterers set up for an event, a waiter steals a prawn canapé from an elaborate prawn tower. A couple realise just too late that they have cut in front of a heavily pregnant woman in a queue but, upon realising, do nothing about it.
Filosofia	Capital One UK has launched today its new brand campaign: ‘One Good Thing’. Capital One UK believes the way to effect real change for the better is to focus on tangible outcomes “one small, good thing at a time”. This is the first work by Fold7, following their appointment in 2021, and brings to life this new and ambitious strategic direction. The launch campaign runs across cinema, Broadcast VoD, outdoor, as well as social media and radio. The campaign was born out of research which highlighted that 58% of adults don’t trust a brand until they have seen ‘real world proof’ that they have kept their promises*. Against this backdrop of declining trust and scepticism about “purpose-washing” (brands co-opting external narratives around social good, sustainability or other issues to benefit from borrowed credibility and/or goodwill), the core strategic concept of “small actions speak louder than big words” was developed in partnership with Fold7. The launch 60” film, ‘Like Everyone’s Watching’, paints a series of vignettes illustrating the temptation to get away with taking more, giving less, bending the truth, or shirking responsibility when you believe no one is watching. This series of vignettes is then contrasted with Capital One’s promise to “simply always do credit as if everyone is watching”. This promise plays out over a scene of a driver who accidentally damages a car in a deserted car park but who does the right thing anyway, leaving a note with his details. The closing moments of the ad tease the launch of a new visual hero for the brand, a hovering, glowing ‘One’ that emphasises the brand’s ethos - its ‘conscience’ - as manifested in small, good things in the world at large.
Tipo di Media	Televisione
Lunghezza	60 seconds
Editing Company	Final Cut
Media Agency	the7stars
Casa di Produzione	Arts & Sciences
Director	Adam Hashemi
Direttore della fotografia	Lasse Frank
Producer	Ewen Brown
Editor	Dan Sherwin
Colorist	James Bamford
Post-production Producer	James Beck
Post Produzione	Rascal
Sound	Dugal MacDiarmid
Sound	King Lear
Music Composer	Ludwig van Beethoven
Performer	Deborah Williams
Performer	Michael Picton
Music Publisher	The Elements
Founder & CEO	Ryan Newey
Managing Director	James Joice
Creative Director	Verity Fine Hosken
Creative Team	Kiran Strickland
Agency Producer	Catharine Griffiths
Production Assistant	Izy Brand
Business Director	Rachel Clapp
Senior Account Manager	Charlotte Fitzpatrick
Strategy Planner	Yelena Gaufman
Strategy Director	Lizzie Haycocks
Senior Graphic Designer	Alex Gill
Head of Creative Services	Maggie Roberts
Project Manager	Sam Tranter
Account Planning Director	Lauren Fishwick
Media Planner	Joe Pratt
Advertising Manager	Katy Lomax
Advertising Manager	Andy Clayton
Advertising Manager	Adam Cooper
Advertising Manager	Jessica Cooper
Advertising Manager	Thomas Shaw-Mellors