The current above-the-line work, by Bartle Bogle Hegarty, promotes the idea that if your financial concerns, such as a mortgage or savings, are not with The Woolwich, they are in the wrong place.
In its first work for the bank, Dare has translated the above-the-line concept into an online campaign in a series of ideas that show digital ads in the wrong place or on the wrong site.
The first is a fake gardening site, which appears over the homepage of the financial website Hemscott. The second execution shows an ad banner dropped into the middle of a page, which then moves up to its rightful place at the top.
Dare has also produced a 30-second animated film, which will run on Transvision screens at five mainline train stations. It tells the story of a train journey, featuring a series of misplaced items.
Andrew Gillespie, the marketing director for personal customers at Barclays and The Woolwich, said: "Dare has moved the creative concept on a step by drawing attention to the advertising, before communicating the message."
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