Lloyds Repositions Business Banking As A Contact Sport
Lloyds Bank has launched a new brand platform, “This Is Business Banking,” aimed at redefining how business banking is understood and experienced. Developed with creative agency EveryFriday, the campaign challenges the idea that modern banking success comes from digital interfaces alone, arguing instead for the value of presence, partnership, and deep business understanding.
The hero film, directed by Luke & Joseph of Unit9, was shot inside Leeds’ AW Hainsworth mill, using the working factory as a symbol of how sustained, hands-on support enables long-term growth. Visceral visuals and sound drawn directly from the mill place viewers inside the operation, reinforcing the message that Lloyds teams show up in person, not just online.
Strategically, the work positions Lloyds as a partner embedded in how businesses actually run, rather than a distant service provider. The campaign rolls out across TV, out-of-home, social, and digital channels, marking a clear statement of how Lloyds wants business banking to be seen moving forward.
Full story: LBB ONLINE
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