New Zealand’s Special Group, with Finch, has won two Gold Ingots at the Midas NYC Financial Awards for a cinema spot and a TVC at the centre of October’s major brand relaunch for client TSB with the promise of “banking your way”.
The spot, called Changes, references David Bowie’s 1971 hit single (from Hunky Dory)
Overall, the executive jury honoured entries with 1 Grand Midas, 52 Midas Gold Ingots, 88 Midas Silver Ingots, and 102 Finalist Certificates from creative submitted from 21 countries. The Special/Finch were the only medals to come our way.
McCann New York took out the Grand Midas for State Street Global Advisors Fearless Girl (scroll down for the link).
Saatchi & Saatchi Australia also earned two Gold Ingots, and McCann Australia scored one.
Special Group CD Angus Hennah said (in October, when the ad was launched): “Although the spot marks a change in tone for TSB, it reinforces the bank’s long-held value of placing the customer at the centre of everything they do.
Finch director Derin Seale said: “It had to feel warm, a bit like walking though some important memories over 20 years.
“We had to relate to the family like we knew them. I think Special’s idea of cutting the story to Mahuia’s version of the David Bowie track was perfect because our track is new, like a stranger, but also familiar to us from years ago.”
“Special’s idea of cutting the story to Mahuia’s version of the David Bowie track was perfect because our track is new, like a stranger, but also familiar to us from years ago.”
About the Midas Awards
Founded in 2001, the Midas Awards is the only competition to recognise excellence in financial advertising and marketing on a global scale, honouring the World’s Best Financial Advertising in banking, brokerage, insurance, mutual funds, credit cards, real estate, accounting, and consulting. The competition invites entries in four specific categories: Products & Services, Craft, Use of Medium, and Use of Discipline.
The New York Festivals International Family of Award Competitions…
Celebrating the World’s Best Work since 1957!
At the centre of TSB’s major brand refresh – announced in M+AD yesterday – were a 90 second cinema spot and 60 second TVC, both called Changes, directed by Derin Seale and created by Special Group.
TSB ceo Kevin Murphy said: “We recognise that life changes and we want to show that no matter what our customers are going through, we’re there to listen, understand and work with them to achieve the best outcome.”
Special Group CD Angus Hennah said: “Although the spot marks a change in tone for TSB, it reinforces the bank’s long-held value of placing the customer at the centre of everything they do.
“Not everything is straightforward in the real world. Our lives go through many twists and turns but TSB commits to its customers that it will be there to support and assist with these life changes whatever they may be.”
Finch director Derin Seale said: “It had to feel warm, a bit like walking though some important memories over 20 years.
“We had to relate to the family like we knew them. I think Special’s idea of cutting the story to Mahuia’s version of the David Bowie track was perfect because our track is new, like a stranger, but also familiar to us from years ago.”
- View all the winners here: www.midasawards.com/2017-winners-list
- State Street Global Advisors Fearless Girl: http://bit.ly/2sjsXwr
CREDITS
Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Director: Angus Hennah, Arnya Karaitiana
Creatives: Angus Hennah, Arnya Karaitiana
Group Business Director: Sandra Daniel
Senior Account Manager: David Stokes
TV Producer: Amanda Kabel
Production Company: Finch
Director: Derin Seale
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Ginny Loane
Production Designer: Neville Stevenson
Editor: Drew Thompson
Colourist: Dave Gibson
Music: Franklin Road
Original Artist: David Bowie
Title: Changes
Composer: Mahuia Bridgman-Cooper
Sound Engineer: Shane Taipari
Vocals: Ash Wallace
Client: TSB
General Manager Marketing: Brent Woodhead
Head of Brand & Communications: Belinda Pool
Senior Brand & Communications Specialist: Bethany Campbell
Share this Post
