Aviva - Save Smart with Ed and Art - campaign concept

Getting young people to plan for the future can be tricky. Our client, Aviva, were having problems appealing to a younger audience. Their savings products don’t really resonate with people under thirty, but that doesn’t mean they couldn’t benefit from them. They approached us to create an engaging content-led campaign to attract this key demographic. I came up with the idea of our two characters: Ed and Art. They represent the balance between our emotional and rational sides. Social media was to play a key part in the campaign, but our characters would also appear in adverts, film content, posters and more. Frustratingly, budgets were cut and the project was shelved. It’s a charming concept that I am convinced would’ve worked well.