Tide had outgrown its startup banking positioning. Their platform now served established businesses — people managing teams, not just managing invoices. The brief: reposition Tide as the business account for leaders. Speak to a more mature audience who care less about features and more about what those features give them back — time to actually lead.
A UK-wide campaign across TV and outdoor. The TVC champions what leadership looks like inside real businesses — the early decisions, the team moments, the quiet work that doesn't make LinkedIn. Across OOH, we shot real Tide members from low angles, heroic framing that positions them as role models for the next generation of business owners. The campaign ran nationally, supported by a digital content series exploring what leadership actually means when you're building something from scratch.
The outdoor campaign highlights the value of time saved with Tide, positioning it as the go-to banking partner that gives entrepreneurs more time to focus on what really matters: growing their business. Across the UK, this campaign celebrates the people driving the country's business success.
We developed a full set of campaign guidelines to ensure consistency across broadcast, outdoor, digital, and social — a framework that maintained campaign identity while aligning with Tide's wider brand.
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