Barclays iPath
How do you make super-complex products feel simple and fun?
I’ve plenty of experience of doing this for complicated tech, financial and medical brands.
Challenge: Barclays iPath “unsubstantiated debt securities” allow you to invest in concepts rather than companies or sectors. How do you sell them in a way that makes them feel simple, fun and approachable?
Solution: Boil it down to a simple proposition: “Don’t let a good idea get away”. Then illustrate that proposition simply. With scribbled ideas. That transform through origami into a range of fun creatures, that crash out of their ads - and escape.
AD BUILD
1. Ad begins with a Post It idea that transforms into an origami rhino. 2. Rhino charges the ad border and vanishes into the webpage.
3. Banner expands, showing tagline: "Never let a good idea escape".
4. The campaign showcases more origami creatures bursting from banners in fun ways.
Banners
Rhino
Giraffe
Eagle
youtube.
“making of” video
People love watching artists in action. So the campaign also featured a YouTube video showing expert maker Robert Lang creating and animating our origami creatures to build the sense of warmth, simplicity and play around the brand.
Results.
The “iPath Origami” campaign raised product awareness and take-up. And It also won a couple of awards.