Client: Close Brothers – a modern merchant bank, who provide asset management advice to HNW individuals; and offer industry-specific financial support to small to medium sized businesses across the UK.
Brief: Horse racing is a sport enjoyed by Close Brothers’ wealth management clients and self-employed small business owners alike. And so, Sir AP McCoy (a 20-time Champion jockey) was selected to be our brand ambassador. How to seamlessly link him with our messaging was up to us.
Campaign: Sir AP McCoy is known for having persevered, and triumphed over adversity, during his illustrious racing career. We wanted to lean on this angle to show small business owners that, even when it feels like you’re always being knocked down, with grit – and Close Brothers’ expert help – you, too, can thrive.
As an extension of our AP McCoy brand work, we also created tailored executions in the same visual and copy style:
Claire Sutherland 