The Glue Society and Revolver create ‘beautiful graphs’ for BT via Host, Sydney – breaks Sunday
As part of a major new positioning campaign for BT Financial Group, The Glue Society and Revolver, via agency Host, Sydney, have created a series of four commercials, breaking this Sunday, which blend light sculpture with financial data.
Using their experience of the art world (following exhibitions at the Miami Art Fair and the Sculpture by the Sea events in Australia and Denmark) The Glue Society created four fluorescent tube sculptures which when viewed from certain angles created large-scale perfect graphs.
The premise of the communication is to restore consumer confidence around investments.
Carly Loder, Head of Marketing at BT Financial Group, says: “We’vealways believed in the importance of educating Australians withintelligent investment insights and allowing the facts to speak forthemselves. After a tumultuous few years in investment markets, thisinformation-centric campaign helps restore confidence in both investingand seeking quality financial advice.”
Writer and co-director, Jonathan Kneebone, of The Glue Society says:”From the outset, we wanted to find a way of avoiding analogies aboutinvesting insights and actually deliver data that would be of realvalue to the audience. Our challenge was to do that in an original,ownable way. But it has been particularly gratifying bringing togetherour experiences in the art world to such an interesting and challengingcommercial project.”
Each of the films were directed by The Glue Society through theirproduction company, Revolver. Production crew included productiondesigner, Karen Murphy (Chronicles of Narnia, Xmen-Wolverine, andAustralia), and Oscar-Winning cinematographer, Russell Boyd (Master& Commander, Gallipoli, Picnic at Hanging Rock).
Three weeks of previsualisation with Fin Design, were required toensure the bulbs would light in the correct sequence and in the correcttiming. Ultimately, the sculptures were created using 14,500 bulbs and46km of cabling.
Client: BT Financial Group
Head of Marketing: Carly Loder
Agency: Host
Account Management: Laura Aldington, Charis Marr
Agency Producer: Verity Cornell
Creative: The Glue Society
Creative Team: Jonathan Kneebone, Pete Baker, Luke Crethar
Director: The Glue Society
Production Company: Revolver
Executive Producer: Michael Ritchie
Producer: Caroline Barry
DoP: Russell Boyd
Production Designer: Karen Murphy
Pre-visualisation: Fin Design
Editor: Bernard Gary for The Editors
Post Production: Fin Design
Music: Mika for Trailer Media
Sound Engineer: Paul Taylor for Sound Reservoir
26 Comments
Just lovely! You’ve made a very straight message look beautiful and compelling.
Yawn.
Hate to say it because these looks amazing, but i think people may struggle with this. They are to complicated visually with such a heavy amount of info. Perhaps a few less close-ups. Hope I’m wrong.
Super! This is a simple, engaging and elegant way to show a pretty straight message. Thumbs up.
Very cool, nice work.
What a great client for buying
into great craft.
shame they didnt have the hi res versions uploaded
You can’t shine a turd but it look like you can role it in neon.
Oops bad timing with GFC part 2 hitting world markets. Long term investing is over for the next decade.
Nice look though.
Don’t mind them.
I bet the client had a very rigid view of what they wanted to say.
Glue found a way of adding a bit of interest.
Well done.
Oh great – just can’t wait for them to ask me to do something like this in my next powerpoint preso.
Glue brought down by Greece. Wuh Wuh Waaaaaaah
Boring corporate wank
as they say, it’s a long walk for a ham sandwich
Graff vs Host?
Love these. The boring / pretentious comments before: ever worked on a bank?
These are quite lovely.
The creative on this is bloody excellent, very refreshing. I’m not sure if the execution is as good but it still gets the point across. Good work.
You can’t shine a turd but it look like you can role it in neon.
Great work glue on a boring subject. Just don’t listen to the advice of the client as the markets will go sideways from here for quite a while – history won’t repeat itself for sometime; all that baby boomer money being pulled out for retirement will flatten shares.
These would make cracking idents for a TV channel.
Oh hold on… http://www.youtube.com/watch?v=-CVdllN67OQ
Ambition like this should be applauded.
Unfortunately the ads just don’t live up to it. Which in a way is more disappointing than if they we’re just shit.
I saw this on TV over the weekend and thought it was great… for boring financial products. Well done.
Don’t know which ads you were watching, 9.39am May 8, but as someone whose brain runs gibbering into a dark corner whenever there’s a whiff of finance or tax-related communication, I found them very clearly and simply expressed. Like a noice whoite woine: dry, crisp and palatable.
You can’t chisel a bog but you can dust it in oregano.
RROOOOOOOoooooBBBOOOOTTttttTTTTTTT
HHHHhhHHUUUUUuuuummMMMAAAaaaNNNNNnnnnnnn
I’m a competitor and i think they’re brilliant ads.
authoritative,informative, but creative, engaging. and beautiful, with the visual unveiling the fact-based story
this is excellence in financial advertising
i just wish more of you creatives would ‘get numerate’ so you can do similarly refreshing work for the financial services industry, which is crying out for originality
What a complete waste of air time.
How compelling is the benefit of shares verse cash?
More cash!!!!!!!
There has to be a million ways to show the benefit of virtually doubling your money with shares than a boring graph. And I don’t care how the hell you made all this shite in the end its farkin boring and looks like it’s a load of CG.
If I was given a brief that said double your money in shares investment verses cash investment it would be a great brief.
Given that I am the target audience here who has money to invest this would appeal to me far more than this boring dribble.