GoHenry — Campaign / OOH / Digital
GoHenry — Campaign / OOH / Digital
Overview
GoHenry is the only kids' card that combines financial education with real investing. We needed to make that matter to parents — emotionally, not just logically. A fully integrated campaign that let the kids do the talking.
The Challenge
Junior ISAs are abstract. Future returns, compound growth, 18-year horizons — none of it lands. Parents feel no urgency. We needed them to feel the time before we could sell them the product.
The Idea
Get parents to listen by letting their kids deliver the message. My childhood is just 18 short years. Blink and you'll miss it — along with your chance to invest in me. Emotional truth first. Product second.
The manifesto
Eighteen summers. Eighteen birthdays. Eighteen seemingly long years. It feels like forever. But it isn't. Blink — and I'll be grown.
Campaign
650 locations across the UK
Roadside and rail-side billboards, bus lenticulars and supersides, TfL Underground, digital screens across shopping centres, cinemas and motorway service stations, plus connected TV, social and influencer.
AI on Digital OOH
We took the campaign's central idea and pushed it further. Using Runway's node workflow, we aged real children to 18. The same AI-powered emotional pull, now at street level.
Lenticular
Bus lenticulars shift as you pass them: the image literally changes depending on your angle. We used that to show a child at primary school age shifting to their future self at 18. The medium did the work.
Digital Experience
Working alongside Nexus Studios, we created an innovative digital experience designed to turn the abstract concept of saving for a child's future into something instant, tangible and emotionally resonant.
'Blink and I'll Be Big' is a first-of-its-kind AI experience that flips the classic staring contest on its head, fast-forwarding a child's likeness to age 18, while showing what £5 a month could grow to over that time with a GoHenry Junior Stocks and Shares ISA.
After a few quick snaps, parent and child are drawn into a staring contest with the camera. The instant the app catches a blink, the child's reflection melts into their future self. Built on a custom AI pipeline running in a secure environment, delivered at scale.
Don't blink challenge ↗︎Results
Still collating the results.
Watch this space.