Design brief

Credit Guarantee — Animals Gone Wild/Monsters Campaign

A client like Credit Guarantee has a high profile and a reputation to protect in the market. They are recognised as thinking differently and a long legacy of clever creative campaigns aimed at a discerning audience.

When we were approached by the MD he had a very clear and specific brief. He wanted to retain the essence of the brand as being a premier provider of trade debt insurance, but he still wanted to tease the audience with ideas that weren’t as conservative as his competitors.

Our team developed a clever comparison between bad payers and wild animals delivering ferocious beasts who fought hook and claw not to pay their debts… these were followed by clever little strap lines that captured the attention of the market without being obvious.

This campaign was then taken to the next level and a series of strip adverts were developed comparing these evil executives to scary villains from classic monster movies from the past. Dracula, Frankenstein and even Hannibal Lector made an appearance in some of the country’s best financial magazines taunting traders and financial heavies alike with their odious laughter and penchant for unpaid bills.

Go to campaign