Building a Bigger Nest for 1 in 3 Brits.
If you want to explain pensions to 14 million people, you call Bill Bailey and the guys who made Wallace & Gromit. Obviously.
BRAND PLATFORM | TV | SOCIAL
The biggest pension company you’ve never heard of.
Nest has 14 million members, which essentially makes them the biggest brand nobody was talking about. We needed to change that before people started consolidating their pots elsewhere.
The brief was simple: make people care about their future without making them fall asleep at their desks.
We decided to call in the big guns. We teamed up with Aardman Studios and the UK’s most famous birdwatcher, Bill Bailey, to build a world that felt nothing like a financial service. We created a cast of hardworking birds – from parakeet stylists to supermarket bullfinches – to show that while you’re busy living your life, Nest is quietly growing your egg in the background.
It turns out that when you swap corporate jargon for claymation and a bit of humour, 1 in 3 Brits actually stop to listen.
But this wasn't just about one-off TV spot. We created a new long-term brand platform – Together We’ll Build You A Bigger Pension – giving Nest a world they can grow into for years to come.
The platform isn’t just about claymation birds, either.
Our latest iteration is a social series featuring reality TV legend Brendan Sheerin. Everyday Investors swaps the Aardman studio for a nostalgic coach trip (emphasis on the lowercase C and T, we don’t want to get sued thank you), taking real Nest members to see the surprising places their money helps own.
We turned boring investing into something more entertaining, local, and relatable.
Role: CREATIVE DIRECTORS / CREATIVES
Agency: ATOMIC LONDON