Capital One - "Like Everyone’s Watching"

Fold7

Fold7 London, Royaume-Uni

2695

Marque: Capital One
Pays: Royaume-Uni

Annonceur: Capital One

Titre	Like Everyone’s Watching
Agence	Fold7
Campagne	One Good Thing
Annonceur	Capital One
Marque	Capital One
Date de première diffusion/publication	2022 / 8
Secteur d'activité	Services bancaires, investissements, services boursiers
Synopsis	In the film, we meet a young woman who claims her phone call may be cut off because she is “on the train”, when we can see she is in fact ensconced at home in her flat. Elsewhere, an office worker checks for nearby observers before nicking a colleague’s smoothie from the communal fridge. A dad pretends to listen to his daughter’s teacher at parents’ evening, while we can see he’s watching football on his phone under the table. As a group of caterers set up for an event, a waiter steals a prawn canapé from an elaborate prawn tower. A couple realise just too late that they have cut in front of a heavily pregnant woman in a queue but, upon realising, do nothing about it.
Philosophie	Capital One UK has launched today its new brand campaign: ‘One Good Thing’. Capital One UK believes the way to effect real change for the better is to focus on tangible outcomes “one small, good thing at a time”. This is the first work by Fold7, following their appointment in 2021, and brings to life this new and ambitious strategic direction. The launch campaign runs across cinema, Broadcast VoD, outdoor, as well as social media and radio. The campaign was born out of research which highlighted that 58% of adults don’t trust a brand until they have seen ‘real world proof’ that they have kept their promises*. Against this backdrop of declining trust and scepticism about “purpose-washing” (brands co-opting external narratives around social good, sustainability or other issues to benefit from borrowed credibility and/or goodwill), the core strategic concept of “small actions speak louder than big words” was developed in partnership with Fold7. The launch 60” film, ‘Like Everyone’s Watching’, paints a series of vignettes illustrating the temptation to get away with taking more, giving less, bending the truth, or shirking responsibility when you believe no one is watching. This series of vignettes is then contrasted with Capital One’s promise to “simply always do credit as if everyone is watching”. This promise plays out over a scene of a driver who accidentally damages a car in a deserted car park but who does the right thing anyway, leaving a note with his details. The closing moments of the ad tease the launch of a new visual hero for the brand, a hovering, glowing ‘One’ that emphasises the brand’s ethos - its ‘conscience’ - as manifested in small, good things in the world at large.
Type de média	Télévision
Longueur	60 seconds
Montage	Final Cut
Agence Média	the7stars
Maison de production	Arts & Sciences
Réalisateur	Adam Hashemi
Directeur de la photo	Lasse Frank
Producteur	Ewen Brown
Monteur	Dan Sherwin
Coloriste	James Bamford
Post-production Producer	James Beck
Post production	Rascal
Son	Dugal MacDiarmid
Son	King Lear
Compositeur de musique	Ludwig van Beethoven
Interprète / Acteur	Deborah Williams
Interprète / Acteur	Michael Picton
Editeur musical	The Elements
Founder & CEO	Ryan Newey
Directeur Général	James Joice
Directeur de création	Verity Fine Hosken
Equipe créative	Kiran Strickland
Producteur, agence	Catharine Griffiths
Assistant de Production	Izy Brand
Business Director	Rachel Clapp
Senior Account Manager	Charlotte Fitzpatrick
Strategy Planner	Yelena Gaufman
Directeur des Stratégies	Lizzie Haycocks
Senior Graphic Designer	Alex Gill
Head of Creative Services	Maggie Roberts
Chef de projet	Sam Tranter
Account Planning Director	Lauren Fishwick
Planneur Media	Joe Pratt
Responsable de la publicité (annonceur)	Katy Lomax
Responsable de la publicité (annonceur)	Andy Clayton
Responsable de la publicité (annonceur)	Adam Cooper
Responsable de la publicité (annonceur)	Jessica Cooper
Responsable de la publicité (annonceur)	Thomas Shaw-Mellors