Experian demystifies finance using fairy tales
Experian has rolled out a new brand platform, ‘Better Your Story’ to inject some optimism into credit management, and it’s executed with just the right amount of whimsy.
Launched on January 6, the campaign draws inspiration from classic nursery rhymes and fairy tales, reimagining scenarios where small financial tweaks lead to dramatically improved outcomes.
The centrepiece is a 60-second film featuring the ‘Old Woman Who Lived in a Shoe’ who uses Experian’s credit tools to upgrade from her cramped footwear abode to a spacious home, symbolising how better credit decisions can transform everyday lives.
Created by BBH London, the campaign was directed by Tom Noakes through production company Business Club. The creative team included executive creative director Felipe Serradourada Guimaraes, who described the work as a “cracking modern-day fairy tale” aimed at making credit scores approachable and empowering.
Music was composed by Tom Caruana from Wake The Town, with vocals by rap artist Meduulla. Media handling was managed by PHD and Jellyfish, while out-of-home elements feature illustrated storybooks crafted with Curious Productions.
Sal Miller, chief marketing officer at Experian Consumer Services, says the campaign is a commitment to helping consumers control their financial futures with positivity, moving away from the fear-based narratives common in the sector.
Our take
This marks an evolution from Experian’s prior efforts, such as the 2022 ‘Do Experian First’ campaign, which focused on proactive credit checks in everyday scenarios (albeit with a quirky animated chameleon) and the 2018 ‘Meet Your Data Self’, which personified consumer data to build familiarity.
While those were more instructional, “Better Your Story” leans into whimsical, fantastical storytelling to foster emotional connection and hope, with memorably quirky production. It’s still very much in the vein of Experian’s focus on light-hearted appeals to common sense issues, however.
Credits
Campaign title: Experian Better Your Story
Advertising agency: BBH London
Client Creds:
CMO: Sal Miller
Head of Brand & Campaigns: Jack Jones
Senior Campaign Manager: Brea Thibobeau
CCO: Alex Grieve
Executive Creative Director: Felipe Guimaraes
Creative Directors: Philip Holbrook, Stu Royall
Creatives: Jack Gravatt, Till Dittmers
Design Director: Anthony Jones
Designers: Sophie Harper, Lucy Russell-Bates
Planner/s: Will Hawkins, Alexi Hall
Business Lead: Sarah Rodrigues
Account Director: Sammy Mendel
Account Manager: Ellise Logan
Account Executive: Ruairi Burke
Senior Agency Producer: Kreepa Naisbitt
Art Producer: Amy Grady
Media agency: PHD, Jellyfish
Production Company: Business Club
Director: Tom Noakes
Managing Director: Tom Berendsen
Executive Producer: Jason Lovelock
Production Manager: Katie Keith
DOP: James L Brown
Production Designer: Mikey Hollywood
1st Assistant Director: Jim Cole
Costume Designer: Sergei Yordanov
Service Production Company: B2Y
Line Producer: Ivan Ivanov
Editor: Peter Sciberras
Edit House: Trim
Edit Producer: Tatyana Alexandra
VFX: Stray
Creative Director: Carl Norton
CG Supervisor: Nick Slade
2D Lead: Luigi Russo
Compositors: Giacomo Verri, Rebecca Clay, Evie Hammond-Tse
CG: Finlay Crowther, Charlie Bayliss, Jack Enever, Tatjana Ljubimtseva
DMP: Yigit Sanalan, Andy Wheater
EP: Bethaney Phillips
VFX Producer: Chloe Kerr
Colourist: Simon Bourne & Dominic Phipps at Company 3
Sound studio: King Lear
Sound engineer: Ed Downham
Music composer: Tom Caruana
Music supervisor: Tom Stanford
Music company: Wake The Town
Photographer: Dan Humphreys
OOH production company: Curious Productions
OOH illustrator: Kate Forrester
Studio Manager: Toni Polain
Artworker: Nigel Pullum
Artworker: Dave Walsh
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