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  • first direct platypus

first direct - the unexpected bank

Client: First Direct
Brand: First Direct

first direct is launching a new fully integrated brand campaign to run across TV, press, digital and outdoor media. Breaking the category mould, the campaign uses first direct’s quirky and humorous personality in order appeal to a wider audience.

Created by JWT London, campaign launches with a series of 10 second teaser TV slots and outdoor media on 22th May with the 60” TV commercial airing on 27th May. It will run in the UK through to November and is the first major campaign that the bank has run in recent years.

JWT London worked with visual effects company MPC to bring the star of the ad, a talking platypus, to life. Barry, as he is fondly known, is seen walking through his neighbourhood, meeting up with curious friends and advocating first direct along the way.

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