Save & Prosper, the financial services company, is relaunching as a
direct selling organisation through a campaign by Anthem and Delaney
The comprehensive brand revamp includes corporate identity, logo and
sales strategy. The design company, the Partners, came up with the
identity, which Anthem and Bozell have built on in their work.
The above- and below-the-line brief has been split according to a
two-part mission statement.
Above-the-line advertising is based on the phrase, ’How you spend it is
up to you’, and below-the-line work focuses on the response, ’How you
get there is down to us’.
Part of the new look was designed to make the literature, created by
Anthem, more friendly and comprehensible. A red, black and white colour
scheme makes up the design of the brochures and mailers, and features
black and white shots of people enjoying the fruits of their
Throughout the work, the ’S&P’ part of Save & Prosper has been used to
make up phrases like ’More S&Pending money’ and ’S&Pectacular
It was written by David Nobay and art directed by Sharyn Wortman.
Bozell’s press and poster work breaks on 5 October, and features six
creative treatments using images of exotic holidays, unusual pets,
antiques and classic cars.
The underlying message to customers is that they can enjoy the good life
if they save with the company.
Alongside press and poster ads, a fleet of black taxis will be sprayed
to look like red sports cars, and the brand will also sponsor London
News Radio’s personal finance programme. The work was created by Jon
Elsom, Ken Sara and Greg Delaney, and the media was planned and bought
James Pool, the managing director of Anthem, said: ’The company is after
a young, streetwise consumer who wants a direct brand which talks
directly to them.’