Lloyds Bank wants to encourage more open conversations about mental health in the campaign that won Channel 4's Diversity in Advertising Award.
The ads by Adam & Eve/DDB feature celebrities including Professor Green and Jeremy Paxman, as well as members of the public and bank employees, playing a "Who am I?" sticky-note guessing game to explore misconceptions about living with mental health conditions. Channel 4 awarded £1m in free airtime to the brand for coming up with a creative idea focused on non-visible disability. The spots will debut during a special ad break on the national Time to Talk Day (1 February).