| Título | Like Everyone’s Watching |
| Agencia | Fold7 |
| Campaña | One Good Thing |
| Anunciante | Capital One |
| Marca | Capital One |
| Fecha de primera difusión/publicación | 2022 / 8 |
| Sector Empresarial | Servicios bancarios, inversiones, corredores de bolsa |
| Sinopsis | In the film, we meet a young woman who claims her phone call may be cut off because she is “on the train”, when we can see she is in fact ensconced at home in her flat. Elsewhere, an office worker checks for nearby observers before nicking a colleague’s smoothie from the communal fridge. A dad pretends to listen to his daughter’s teacher at parents’ evening, while we can see he’s watching football on his phone under the table. As a group of caterers set up for an event, a waiter steals a prawn canapé from an elaborate prawn tower. A couple realise just too late that they have cut in front of a heavily pregnant woman in a queue but, upon realising, do nothing about it. |
| Filosofía | Capital One UK has launched today its new brand campaign: ‘One Good Thing’. Capital One UK believes the way to effect real change for the better is to focus on tangible outcomes “one small, good thing at a time”. This is the first work by Fold7, following their appointment in 2021, and brings to life this new and ambitious strategic direction. The launch campaign runs across cinema, Broadcast VoD, outdoor, as well as social media and radio. The campaign was born out of research which highlighted that 58% of adults don’t trust a brand until they have seen ‘real world proof’ that they have kept their promises*. Against this backdrop of declining trust and scepticism about “purpose-washing” (brands co-opting external narratives around social good, sustainability or other issues to benefit from borrowed credibility and/or goodwill), the core strategic concept of “small actions speak louder than big words” was developed in partnership with Fold7. The launch 60” film, ‘Like Everyone’s Watching’, paints a series of vignettes illustrating the temptation to get away with taking more, giving less, bending the truth, or shirking responsibility when you believe no one is watching. This series of vignettes is then contrasted with Capital One’s promise to “simply always do credit as if everyone is watching”. This promise plays out over a scene of a driver who accidentally damages a car in a deserted car park but who does the right thing anyway, leaving a note with his details. The closing moments of the ad tease the launch of a new visual hero for the brand, a hovering, glowing ‘One’ that emphasises the brand’s ethos - its ‘conscience’ - as manifested in small, good things in the world at large. |
| Medio | Televisión |
| Duración | |
| Montaje | Final Cut |
| Media Agency | the7stars |
| Productora | Arts & Sciences |
| Realizador | Adam Hashemi |
| Director de fotografía | Lasse Frank |
| Productor | Ewen Brown |
| Montador | Dan Sherwin |
| Colorista | James Bamford |
| Post-production Producer | James Beck |
| Postproducción | Rascal |
| Sonido | Dugal MacDiarmid |
| Sonido | King Lear |
| Compositor de música | Ludwig van Beethoven |
| Intérprete / Actor | Deborah Williams |
| Intérprete / Actor | Michael Picton |
| Music Publisher | The Elements |
| Founder & CEO | Ryan Newey |
| Managing Director | James Joice |
| Director creativo | Verity Fine Hosken |
| Miembro del equipo creativo | Kiran Strickland |
| Productor de la agencia | Catharine Griffiths |
| Production Assistant | Izy Brand |
| Business Director | Rachel Clapp |
| Senior Account Manager | Charlotte Fitzpatrick |
| Strategy Planner | Yelena Gaufman |
| Strategy Director | Lizzie Haycocks |
| Senior Graphic Designer | Alex Gill |
| Head of Creative Services | Maggie Roberts |
| Director de proyectos | Sam Tranter |
| Account Planning Director | Lauren Fishwick |
| Media Planner | Joe Pratt |
| Director de publicidad | Katy Lomax |
| Director de publicidad | Andy Clayton |
| Director de publicidad | Adam Cooper |
| Director de publicidad | Jessica Cooper |
| Director de publicidad | Thomas Shaw-Mellors |