CreativeReview

B is for banking

Well this is rather sweet. B is a new, supposedly intuitive banking app for the Clydesdale and Yorkshire Banks.

Karamarama’s launch ad for the service is a joyous affair featuring kids having an absolute blast. The message? That we could all be this happy if we weren’t worrying about managing our money all the time.

Setting aside reservations about the banking sector and its contributions to the sum of human misery in recent times, it’s a lovely spot. There will inevitably be comparisons with Bugsy Malone but it’s the performances that really stand out here. Director Chris Palmer (interviewed by CR here) has always had a great gift for bringing the best out of his actors (whether they be pros or former pro footballers) and that skill is very much in evidence here.

The young cop who declares “My life is so good!” (18 seconds in) is particularly lovely.

The brand and visual identity for the app was developed by The Partners. According to the design consultancy “every single feature of the service is created to be intuitive, useful, personalised and easy to use. The bank wanted their customers to enjoy their money and feel like they are in charge of their own lives”.

B app with visual identity by The Partners
B app with visual identity by The Partners
B icon by The Partners
B icon by The Partners
B cards, designed by The Partners
B cards, designed by The Partners
B identity by The Partners
B identity by The Partners

Commercial credits

Creative Agency: Karmarama

CCO: Nik Studzinski

ECD: Sam Walker & Joe De Souza,

Creative Directors: Simon Connor & Stephen Cross

Agency Producer: James Faupel

Production Company: Gorgeous

Director: Chris Palmer

Exec Producer: Rupert Smythe

Producer: Lucy Sherwood

Production Manager: Esther Rich

Director of Photography: Bruno Delbonnel

Production Designer: Joel Collins and Dan May

1st AD: Chris Kelly

Offline Editor: Paul Watts @ The Quarry

VFX Post House: Fatiboo

VFX Supervisor:  Tom Sparks

VFX Artist:  Tom Sparks & Lewis Saunders

VFX Producer:  Tom Sparks

Colourist: Seamus O’Kane @ The Mill

Sound Design: Parv Thind @ Wave

Music Company:  Publishing cleared by – Adelphoi Music, Recording by – Narcissus Music

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