Scottish Widows: Life feels better with planning
Sandie Dilger
Campaign details
Client: LLoyds Banking GroupAgency: 101Brand: Scottish Widows
Summary
This is a story of planning as an escalator: how we took a brief to revitalise Scottish Widows and escalated this into a need to revitalise the category. How we elevated the role of Scottish Widows in society from a pension provider to one with a societal mission to close the gap between modern Briton's expectations for later life and the paltry provisions they are making for it.
By putting behavioural economics and the concept...