Norwich Union is to continue the pounds 7 million campaign
supporting its range of stakeholder pensions with a series of 48- and
six-sheet posters by McCann-Erickson.
The poster executions, which break this week, mirror the theme of the
current TV work. The ads use artistically shot images of everyday people
at work to encourage employers to finalise their pension arrangements
before the Government's 8 October deadline.
A black-and-white shot of a waiter staring out of a window is
accompanied by the copy, 'waiters, don't wait'. Other posters encourage
opticians to 'focus' and locksmiths to 'get some security'.
The ads were written by Jerry Green and art directed by Roger Akerman.
Media planning and buying is by MBS Media. The campaign includes
photography from the photojournalists Sebasto Salgado and Alastair