Creative Work of the Week: Yorkshire Building Society’s long form taps into outgrown home owners

Yorkshire Building Society taps outgrown homeowners

The latest Creative Work of the Week, voted by you, comes from Red Brick Road for Yorkshire Building Society. The brand’s ‘Outgrown’ campaign promotes the company’s home mover mortgages through humorous long form press ads describing the day-to-day foibles experienced by home owners.

The creative takes a look at the reasons people are keen to move to a bigger or more suitable home. Red Brick Road aimed to get across the desperation that people feel when situations outside of their control make living in their home an annoyance, whether that’s the noisy neighbour partying all the time or a lack of space that means they have to sacrifice the things they love.

Red Brick Road stated that using a copy-led route meant they could build a picture to describe situations homeowners find themselves in and show how desperation drives them to consider absurd and irrational solutions to their problems.

The campaign will run for two months across major press publications in the UK.

Red Brick Road’s executive creative director, Matt Davis, said: “Empathy and wit infuse these long copy ads that tackle the truth of 'time to move', by being backed up by a great product, they are perfect for long copy executions which we see less and less.”

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