Barclays Direct Investing helps people make a ‘Good Move’
Client
Share
Capabilities
Advertising, Digital Products & Services, Production, Social Club
Date
21/10/2026
Our new Barclays Direct Investing campaign, ‘Good Move’, reinforces its commitment to help more people invest in order to close the UK’s investment gap.
The integrated campaign highlights Barclays Direct Investing’s award-winning platform - and demonstrates how the bank helps customers invest with confidence to reach their long-term financial goals.
Recent research from Barclays found that low fees are the single most important factor when choosing an investment service, cited by 39% of UK adults. We created the campaign around a confident, straightforward tone that pairs the platform’s accolades with its no-monthly-fee proposition.
Directed by Andreas Nilsson through Biscuit in collaboration with Girl&Bear, the hero film follows a bowler navigating an impossible split, taking a moment to check his account before making a perfectly calculated strike.
Beyond TV, the campaign spans social, print, OOH, radio, and digital channels. We also created a new vodcast series for Barclays that links everyday analogies and behavioural psychology to investing, helping people make better financial decisions more often. Girl&Bear produced the OOH and radio work, our digital experience agency Bernadette created digital banners and social assets, and VCCP Social Club developed the vodcast. Media was delivered by OMD, with Oliver producing performance assets.
The campaign comes at a time when personal investing is entering the national conversation. It builds on momentum from the industry-led Invest for the Future initiative, which aims to reshape how investing is understood across the UK.
"We know that confidence remains one of the biggest barriers preventing people from investing. 'Good Move' is designed to challenge that by showing that investing doesn't have to feel complicated, and that choosing who to invest with can be a straightforward decision. As Barclays works to help more people invest and close the UK's investment gap, this campaign is an important part of bringing that ambition to life."
Simon Groves, Group MD of Brand, Creative and Media at Barclays
"The investing world can feel confusing and exclusive. We worked with Barclays to create a campaign that aims to simplify the endless choices and make you feel like you've made a Good Move - by investing in an award winning platform with no monthly fee. So you can know that everything is all in hand. Including a bowling ball."
Yan Elliott, Creative Director at VCCP