There’s a misconception that roles in finance are rigid, uninspiring, or only for people with traditional financial backgrounds. Lloyds Banking Group wanted to show the breadth of opportunities available at the bank in a fresh,engaging and relatable way. By using humour and a self-aware tone, it aimed to break away from typical corporate recruitment ads and show that it could be a place where individuals from all industries can thrive.

The video concept centered around Monday mornings – the litmus test for job satisfaction. In LBG’s hero video we see Anya, a talented tech head, wake up to find her unmotivated Monday inner monologue has been replaced with the voice of a surprise pep talk, encouraging her, and then four other equally talented specialists, that there’s a better career waiting at the bank. Each character also has their own video story, relevant to the area they work in. Working with comedy director Kyle Shephard, the video avoided cliches such as staged office shots and focused on real emotions and universal experiences.

The videos have had more than 4.75 million views and 2,728 users began an application after seeing the advert. On LinkedIn and Instagram, they have surpassed benchmarks for this type of content, showing LBG as a modern, dynamic and forward-thinking organisation. By speaking to people in a more human and engaging way, the campaign reinforces the message that this is a place where people can make an impact, grow their careers, and be part of something truly different.