LONDON, UK – Barclays launches a major new brand campaign developed with global creative agency of record VCCP. The campaign marks a bold new direction for one of the UK’s most established financial institutions.
The wide-reaching, fully integrated campaign aims to drive reappraisal of Barclays as the bank best placed to help people, businesses, and communities make meaningful progress. The campaign brings this notion to life by dramatizing the defining moments when people choose to make a positive change in life or in business.
Reflecting charming and relatable scenarios rather than the clichés of banking advertising, the campaign demonstrates that Barclays has a crucial role in supporting people to take that next step, no matter what that may be. Whether it’s the struggle to get on the housing ladder, the pressure to grow a business, or the noise of misleading financial advice online, it’s easy to feel stuck. Barclays wants the UK to know that progress is possible—and the bank is here to help customers make it.
Sitting at the heart of the campaign are two 60” hero films directed by David Shane through O Positive, supported by VCCP’s content studio Girl&Bear. The campaign was created by VCCP creatives Tom Dyson and Lance Boreham, with support in OOH channels from Tom Lee and Ludo Thomas.
Orca shows a man at home with his mum, watching a nature documentary that sparks the decision to finally move out and get his own place sooner—made possible with the Mortgage Boost offering from Barclays. The second film, Skatepark, follows skateboarders watching two self-appointed ‘finance gurus’ spout misleading advice on social media. Instead of joining in, the protagonist, Isaac, turns to Barclays LifeSkills to gain money confidence. Both films portray modern British life with authenticity, humour, and a distinctive brand voice.
30” radio versions of Orca and Skatepark are also live from today, while out-of-home executions bring to life the moment of choice—from witty decision trees to commuter-targeted messages about saving for a first home.
As part of the wider campaign, VCCP and its digital experience agency Bernadette also created a suite of Barclays B2B assets launching on November 3, aimed at C-suite and business leaders. The B2B aspect encompasses OOH, radio, social, digital, and bespoke placements in the Financial Times and The Times. Each asset captures a defining moment within corporate life, highlighting how Barclays’ services—such as the Business Prosperity Fund and 24/7 fraud protection—help businesses move forward.
Born Social led B2C social executions, while OMD handled media planning and RAPP delivered digital performance assets.
The new creative direction stems from an insight, developed with research agency Acacia Avenue, that progress is an innate desire in everyone—but in today’s uncertain world, no one can achieve it alone. Facing challenges such as the housing crisis and business volatility, the nation needs a stable yet modern financial partner. With over 330 years of innovation, Barclays aims to embody that role.
Simon Groves, Group MD of Brand, Creative and Media at Barclays, said “We set out to redefine the role Barclays plays in modern British life—not just as a financial institution but as a genuine enabler of progress. This campaign is about recognising the real, often messy, moments when people decide to take action, and showing how Barclays can be there at those pivotal points.”
Chris Birch and Jonny Parker, Chief Creative Officers at VCCP, added “This work is about helping people see Barclays differently—not just as the longstanding high street bank we all know, but as a positive force for progress. Showing up in those little unexpected moments in life where people choose to move forward. It’s bringing Barclays back into a space where it can populate culture with a genuine point of view and understanding.”
The campaign will run nationwide from today across TV, cinema, VOD, radio, OOH, and social.
CREDITS
Campaign Title: Moments of Progress
Client: Barclays
Advertising Agency: VCCP
CCO: Jonny Parker, Chris Birch
Creative Director: Yan Elliott
Creatives: Tom Dyson, Lance Boreham, Tom Lee, Ludo Thomas
Managing Partner: Emma Whitmarsh
Business Director: Kate Fitzgerald
Account Directors: Louise Fox, Mark Jones
Account Manager: Takbir Rahman
Account Executive: Ralph Cornell
Group Head of Planning: Stefan Siedentopf
Planning Director: Dan Perry
Senior Planner: Alice Wagner
Content Creation Studio: Girl&Bear
Agency TV Producers: Lilly Alter, Ed Thorn
Integrated Project Director: Hannah Wood
Senior Integrated Producers: Poppy Tullo, Antonia Hawkins, Charlotte McCluskey
Senior Designer: Tegan Barnes
Design Director: Lee Bodell
Deputy Head of ArtLab: Scott Mitchell
Assistant ArtLab Manager: Tom Whetnall
Digital Project Director: Bobby Parmar
Digital Senior Producer: Ben Fish
Digital Creative Director: Jon Bancroft
Digital Motion Designer: Andy Potts
Media Buying Agency: OMD
Media Client Managing Director: Richard Evans
Media Client Partners: Katrina Edwards, Laura Wilson
Media Executive Business Director: Emma Carr
Media Strategy Partner: Paul Phillips
Executive Business Director, Media Planning: Alex Onslow
Production Company: O Positive
Director: David Shane
DOP: Chris Sabogal
Executive Producer: Nell Jordan
Production Manager: Polly Leach
Production Designer: Kem White
Edit House: The Quarry
Editor: Jonnie Scarlett
Post-Production Company: Rascal Post
Senior VFX Producer: Chloe Ensor
Colourist: James Bamford
Flame Op: Paul Wratten
Exec Post Producer: Colin Oaten
Audio Post-Production Company: Factory
Sound Engineers: Ant Moore, Jack Hallett, Dan Beckwith, James Utting
Music Company: DLMDD
Music Supervisors: Lizz Harmann, Rob Shone
Composer: Ben Cocks
