Brief

The Royal Mint were looking for a creative agency to develop a brand campaign to help them position as an authority in investing in Gold. The campaign would be centred around a TV Commercial and supported by a full digital campaign.

What we did

Utilising our knowledge of the sector and the research data available to us, including the personas of typical customers; we undertook market research, gathering feedback on a few initial creative ideas. An idea that stood out was a stop-motion approach, which mixed illustration with tangible Gold assets, from bullion to jewellery. All of which subtly referencing back to the wider offering of The Royal Mint. This creative and stylistic approach was exciting, and stood out because you do not see a huge amount of stop-motion now in advertising.

As they typically do not use TV as a platform, this campaign felt even more important, as a brand builder. A trusted and well known household name to many, this recognition is linked to coins, rather than investment. So it was important that we had an element of brand recognition and subtly link it back to investment. We also had to consider restrictions in broadcast advertising when talking about finances and in particular investments. This restricted what we could say in the script and visually show.

We leant into their familiar purple brand colour, keeping this prominent on screen, whilst combining this will simple black & white illustrations, which were drawn frame by frame, to allow us to physically animate foam cutouts on set. Each printed and cut out by hand gives each frame a tangible texture which is part of the magic of stop-motion.