Following the success of our previous campaign, Lloyd’s tasked us with evolving the idea of ‘Extraordinary is our Ordinary’ for their 2016/17 emerging talent intake.
Building on the idea that Lloyd’s insures ‘extraordinary’ things, the challenge this time was to communicate the importance of this work. By insuring technologies, endeavours or events that have never been insured before, Lloyd’s often plays a critical role in driving human progress.
For a millennial audience, who are concerned with work that has social impact, this was a message that was likely to have resonance. So we created a new campaign – ‘Empower human progress’ – which epitomises the gravity of the work you can undertake as an apprentice, intern or graduate at Lloyd’s.
Seeking imagery that reflected the scale of the technologies, businesses and events Lloyd’s protect from emerging risk, we created a suite of adverts for both online and offline channels – as well as a refreshed brochure.
Tying all of these together was the headline ‘Empower human progress’, which was backed up by compelling copy that explained how the audience could do just that by working at Lloyd’s.
The concept was received positively by Lloyd’s and was subsequently rolled out through on-campus collateral, including exhibition stands and pull up banners.