Fidelity bank gave us wings to soar- 7even Interactive boss

In an award that is naturally dominated by the big agencies, a couple of young Nigerian agencies have showed that they too can shine on the big stage. One of such agencies is 7even Interactive.

The agency which is less than two years in the industry carted home eight awards across various categories for its foremost client, Fidelity Bank Plc at the Lagos Advertising and Ideas Festival (LAIF) held last Saturday, outshining many older agencies.

7even Interactive, Chief Operating Officer, Taiwo Agboola has attributed it success at the awards to the support and confidence Fidelity bank showed it even though it is a young agency. I am grateful to Fidelity bank for giving us the wings and opportunity to soar. We owe it all to our clients and staff”.

The multimedia campaign shot by the agency some 6 months ago with the theme “tough job” parodies the onerous responsibilities a bank owes to its customers giving vent to the bank’s solemn brand promise, “We keep our word”. The campaign portrayed Fidelity bank as a financial institution that is willing and able to deliver on tough challenges that others shy away from.

Tough job was conceived as part of Fidelity bank’s rebranding exercise which led to the changing of the bank’s logo and the creation of numerous campaigns for different media platforms like TV, Press, Digital, billboard etc.

In carrying out the project, the agency carefully steered clear of the usually stereotype. So instead of a banking hall, with a pretty smiling cashier dolling out cash to customers, the TVC detailed several aspects of combat training, where only the tough makes it through. And the tough in this case is Fidelity bank.

According to Ndukwe Onuoha, Creative Director, Tough Job was an attempt to tickles consumers’ imagination and leaves them with some good memories of the financial institution. “It’s boring when TVCs of banks are all about showing cashiers or the banking hall, we wanted to offer something more refreshing, yet good enough to convey the message”.

The campaign has earned rave review since it was first made public, and it narrowly missed out on a medal at the last African Cristal Festival Awards in Marrakech, Morocco.

A breakdown of the harvest of medals indicated that that the agency won a Silver for Fidelity Bank (Tough Job) Radio: Corporate Image; a second Silver for Fidelity Bank (Tough Job) LAIF Film: Corporate Image; a Bronze for Fidelity Bank (Tough Job) Film: Best Use of Production Design & Art Illustration and another Bronze for Fidelity Bank (Logo Unveil) in the Radio (Corporate Image) category.

Others include a Bronze each for Fidelity Bank (Our Word) Radio under the Investment & Other Financials products category; “Best Use of Film Editing” for Fidelity Bank (Tough Job) and Film prize for Fidelity Bank (Tough Job) under the Bank & Investment category.

With this kind of feat, 7even Interactive now joins a number of young and adventurous creative shops that are redrawing the boundaries of advertising in Nigeria, and will become agencies to watch out for in 2017.


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