Barclays has announced the launch of a nationwide marketing campaign to highlight how it helps people from all backgrounds advance in different aspects of their lives.
Developed by BBH London and Maxus the push is skewed towards young people and will run in national press titles, across social as well as on branch screens and Barclays ATMS.
The creative highlights how the bank is helping people move forward in four key areas from becoming home owners to industry leaders highlighting schemes like its LifeSkills initiative and Family Springboard Mortgages product.
Claire Hilton, director of brand and advertising for the firm said the drive marked a "significant and positive change of direction for Barclays."
She added: "We are launching a new campaign to demonstrate how we help move people forward everyday – whether that be in finding a job, buying a home becoming fraud smart or becoming an industry leader."
The financial institution has been experimenting with its marketing of late, recently launching a virtual reality 'Lifeskills Pod' to help millennials navigate tricky work experience scenarios.