Evergreen creativity
This DCM campaign is not only to promote award winning DCM capabilities and other product areas, it is also to build out the suite as carousel banners for use on the nwm.com website.
The secondary goal is to produce assets ‘express elevator pitches’ that can be used both independently and collectively to describe our NatWest Markets’ capabilities, and to prepare evergreen lifespan for creative concept (ideas that could be developed in to further deliverables for other channels and applications)
A collaborative journey
TKCreative and Fin International led the project an evergreen approach that can benefit internal and external audience after an insight interview with NatWest Market to discuss NWM’s DCM vision, key credentials, and client benefits.
Creative solution A: Illustrated objects
Using the NWM illustration style to visualise keywords from the copy. Keywords: • New ways of looking • A fresh perspective • Deeper insights • Targeted • Focused Objects: • Microscope • Magnifying glass • Telescope • VR goggles • Spotlight • etc.
Creative solution B: Revealing new thinking
Making the cube transparent to highlight facts or stats, backing up the ‘fresh, new way of looking at DCM’. Presenting a hi-tech, analytic, data-driven approach. An evolution of the visual style, but using the cube device prominently.
Creative solution C: Optical illusions
An approach that honours the core concept of “A new way of looking” and “Taking a fresh perspective. ” Another evolution of the illustration style, but also using the cube device prominently.
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