YBS kick off weather sponsorship

Yorkshire Building Society has launched a series of four idents as part of its sponsorship of ITV’s Yorkshire Weather reports. The concepts, which have been created by Leeds-based Brahm, use animated characters to bring attention to the firm’s services, which include mortgages, savings and home insurance.

Yorkshire Building Society’s head of marketing, Anne Somers, said: \"The weather sponsorship is a new direction for us and a great way to reach a wider audience. We’re really pleased with the creative; it links smoothly with the weather and the characters are easy to identify with.\"