Active Money

Background

Standard Life is a leading asset managing business, our task for them was to promote a new pension product - the Active Money SIPP. Beautifully shot images of three carefully chosen personalities (Marco Pierre White, Sir Ranulph Fiennes and Mariella Frostrup) were used in a fully integrated campaign that appeared in press, outdoor, online and as sponsorship idents to change the face of retirement in the modern world. The simple yet effective headline ‘People don’t grow old like they used to. Why should your money?’ combines with the images and the product benefits [e.g. flexibility & control] to redefine the category, forcing people to re-evaluate the biggest investment most people will ever make – their pension.