Skipton, the UK’s 4th largest Building Society, has today launched a new TV campaign, part of a long-term strategic and creative brand platform developed by leading integrated agency, Jaywing.

The brand’s platform is centred around ‘meaningful giving’ – the idea that when your money is in a good place, you can afford to give to those you love in life in the heartfelt moments that matter. Powerful, insight-led storytelling speaks to the target demographic, enabling them to support loved ones with Skipton’s help through savings, investments, and financial advice - whether that’s a house deposit, helping them to start their own business, or simply buying them lunch.

Having built strong audience recall and memory structures over the last three years, the development of the brand’s strategy evolves Skipton’s journey from the rational space of raising awareness and brand knowledge to a more emotive territory and positioning. With the pandemic redefining people’s attitudes to their finances in far-reaching ways, the campaign taps positively into the Nation’s changing mindsets around money, and the simple truth that giving can mean more than money.

Produced with world-renowned TV production house Knucklehead, the ads were directed by filmmaker Michelle Coomber with Academy award-winning producer Rob Lewis providing the soundtrack. The campaign breaks on TV today (13th September) and includes national press, digital and social activity.

Lynne Cook, head of marketing at Skipton Building Society, said: “We engaged Jaywing earlier this year to support us in creating a platform that celebrates how Skipton helps people get to their good place. Working collaboratively to co-create our strategy has evolved into the brilliant creative idea that Jaywing has delivered for us. The whole process has been seamless and Skipton Building Society and Jaywing couldn’t be prouder of our new campaign.”

Karl Stones, executive creative director at Jaywing, added: “We are incredibly proud to begin to share our work with Skipton Building Society, building on an amazing journey for the brand with some big, unified strategic and creative thinking realised through this campaign. We knew that the most emotionally charged way to speak to our audience was through the needs of the generations relying on them, which has in turn enabled us to craft beautiful stories guaranteed to resonate. This work is fantastic testament to the amazing talents within the team, and a real positive validation for the strength of Jaywing’s agency proposition and our creative and strategic thinking.”