Forging an emotional connection with consumers isn’t an easy thing to do for a credit score company, but Experian has managed to do just that with its latest campaign.
Called ‘Credit Skills’ and created by The Martin Agency, the campaign has been voted by readers as US Creative Work of the Week.
The spots are focused around the idea that “everything you’re good at now, you were once pretty bad at,” according to the agency. The campaign aims to show viewers that credit isn’t just a score, it’s a skill that can be improved upon over time – and Experian is there to help.
In the spots, a variety of people are shown trying to get better at skills both big and small – including a young boy learning to ride a bicycle, a baby taking her first steps, and a man trying to master a yoga pose with the help of an instructor.
If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.
Chief Creative Officer: Joe Alexander
Executive Creative Director: Andy Azula
Associate Creative Director/Art Director: Dave Padgett
Copywriter: Eric Eisele
Associate Creative Director/Art Director: Alexander Zamiar
Associate Creative Director/Copywriter: Jonathan Richman
Executive Broadcast Producer: Brett Alexander
Senior Producer: Danica Walker
Junior Producer: Alexis Baker
Director of Production Business Management: Karen Taylor
Business Affairs Supervisor: Juanita McInteer
Account Director: Kathryn Leake Scott
Senior Project Manager: Ashley Althizer
Planning Director: Cliff Adams
Strategic Planner: Adalie Reuter
Production Company: MJZ
EP: Eriks Krumins
Line Producer: Laurie Boccaccio
Editorial House: Final Cut
Editor: Jeff Buchanan
Producer: Rebecca Baker
Music House: Lullatone
Composer: Shawn James Seymour