Lloyds Bank has unveiled a campaign alongside charity partner Mental Health UK to support customers who have been affected by the coronavirus pandemic.
Created by Adam & Eve/DDB, the ad shows different families playing a game of 20 questions, each describing symptoms of stress, anxiety isolation and guilt. It aims to showcase common mental health issues experienced during lockdown.
The work launches today (Thursday) and premieres on TV tonight during ITV's Who Wants to be a Millionaire. It is supported by social media and radio activity.
The campaign was written by Graham Cappi, art directed by James Gillham and directed by Max Fisher through Knucklehead. Media is handled by MediaCom.
In 2018, Lloyds won Channel 4’s Diversity in Advertising competition, earning its "Get the inside out" campaign £1m in free airtime for its depiction of non-visible disability.