First Direct Current Accounts: Live

This campaign for first direct, a UK bank, responded to consumer criticisms of the financial services sector's lack of transparency.

First Direct Current Accounts: Live

Mindshare

SUMMARY

first direct Live is quite simply the campaign that should never have been. In a sector criticised for its lack of transparency, we were so confident in first direct's brand values and delivery that we allowed the medium to become the message. From September-November 2009, we took live, unedited feedback from real people – both good and bad – and projected it into a campaign that utilised all the latest data visualisation and social networking memes and technology. We came up with a media idea that was then translated into...

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