Barclays has launched an integrated campaign to position itself as the bank best equipped to help people, businesses and communities achieve meaningful progress.
The campaign includes two 60-second hero films that capture the pivotal ‘this is the moment’ scenes where characters recognise a financial need and turn to Barclays for support.
The campaign aims to show how Barclays plays a vital role in helping people move forward, whatever their next step may be. From the challenge of buying a first home to the pressures of growing a business or navigating confusing financial advice online, it recognises how easy it can be to feel stuck.
The first film, Orca, follows a man watching a nature documentary with his mother that reveals male orcas stay with their mothers for life. The revelation sparks a moment of self-awareness, and he decides it’s time to move out. To make it happen, he turns to Barclays’ Mortgage Booster, which allows him to borrow more with help from family and friends.
The second film, Skatepark, features two men hosting a podcast that dishes out questionable financial advice. As a group of young men at a skatepark tune in, most seem convinced, except for one. This makes him realise he needs more reliable guidance, so he turns to Barclays’ LifeSkills to build his financial confidence.
The second film tackles a key challenge for Barclays. Recent research by the bank found that while social media “finfluencers” can help make investing more relatable and boost confidence, some creators’ aspirational lifestyles can mislead audiences into believing they can replicate the same financial success, even when it seems unrealistic.
Nearly a quarter (24%) of investors admitted to feeling pressured to act quickly on unsolicited advice from influencers, often mistaking displays of wealth for credibility. The research also revealed that many believed influencers use emotions like greed and FOMO (both cited by 35%) to prompt impulsive investment decisions.
Both films conclude with the tagline “Barclays makes money work for you,” reinforcing the bank’s core message that financial progress looks different for everyone and that Barclays is there to support each step of the journey.
The campaign also includes 30-second radio versions of Orca and Skatepark, alongside out-of-home activations that bring the ‘moment of choice’ to life. These feature witty decision trees and relatable scenarios from commuters riding to the end of the line to those still living with parents while saving for a home of their own.