More Th>n 'we do more' by Fallon

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Lucky the dog and the "That's more than lucky" line have been abandoned in More Th>n's new-look campaign. The work, the first from Fallon since it won the account last year, introduces the idea that the financial services company does more than its competitors. The campaign focuses on people appreciating a return to normal life thanks to More Th>n. It launches with a 40-second film featuring a series of vignettes where people are enjoying moments of normality. These include a girl singing in her car, a man chopping down a tree and somebody asleep on a bed with their dog. Text reads: "Normal's great. That's why we do more to get it back." The ad ends with the new line: "More Th>n. We do more.

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Released: 15 March 2006

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Credits

Project
We do more
Client
Neil Scaife, head of marketing communications, More Th>n
Brief
Put the more back into More Th>n
Creative agency
Fallon
Writers
Matt Keon, Micah Walker
Art directors
Matt Keon, Micah Walker
Planner
Mark Sinnock
Media agency
Universal McCann
Production company
Epoch
Director
Stacy Wall
Editor
Paul Watts, Quarry
Post-production
Big Buoy
Audio
Wave
Exposure
National TV, poster, press, radio, online, direct marketing

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