Newcastle Permanent has unveiled a new creative platform, ‘Head and Heart Approved’, building on its long-standing ‘Here for Good’ positioning.
Developed by indie creative and media agency Enigma, the platform centres on the tension between logic and emotion when making life decisions, positioning Newcastle Permanent as one choice your head and your heart can agree on.
Bringing head and heart to life
The launch campaign is spearheaded by a TVC directed by Paul Middleditch of Plaza Films, introducing the platform’s defining visual construct: Head and Heart as two sides of the same person, each brought to life through distinctive head and heart-inspired hairstyles.
Image: Enigma
The creative aims to balance rational decision-making with emotional connection, reinforcing the brand’s dual appeal.
James Cudmore, Chief Customer and Digital Innovation Officer at NGM Group, of which Newcastle Permanent is a part, said the platform reflects the bank’s heritage and competitive credentials.
“As a mutual bank with 120 years of heritage in local communities, it would be fair to say that Newcastle Permanent has long appealed to people’s hearts. But with competitive rates and award-winning service we have all the qualities that even the most discerning head is looking for in a bank. This new advertising platform captures this brilliantly and in a way that is very Newcastle Permanent. And with new distinctive brand assets and a comprehensive campaign playbook, we have everything we need to roll out campaigns effectively and efficiently for years to come,” Cudmore said.
Simon Lee
A refreshed take on ‘Here for Good’
Enigma’s Chief Creative Officer, Simon Lee, said the work builds fresh meaning into the existing brand line.
“Here for Good is one of those taglines that sits firmly in the ‘I wish I’d come up with that’ drawer in my brain,” Lee said.
“So it’s been a great privilege to help bring fresh meaning to it with an unignorable creative platform that has everything required to shift the dial right the way through the funnel. A huge THANK YOU to the Newcastle Permanent team for your trust and the spirit of partnership with which we’ve brought this into the world together.”
Head and Heart Approved is a fully integrated platform rolling out across TV, out-of-home, radio and digital media.
Credits
Client: Newcastle Permanent
NGM Group Chief Customer and Digital Innovation Officer: James Cudmore
NGM Group Head of Brand & Marketing: Kate Messenger
Newcastle Permanent Brand & Campaign Manager: Rachel Hartnett
Newcastle Permanent Marketing & Campaign Specialist: Amelia Taylor
Creative Agency: Enigma
Chief Creative Officer: Simon Lee
Creative Directors: Matt Ennis & Cam Brown
Executive Producer: Katie Hope
Chief Strategy Officer: Dom Hickey
Executive Strategy Director: Karl Bates
Managing Director: Jack Mason
Executive Director: Emma Ashworth
Account Manager: Samantha Laidler
Production Company: Plaza Films
Director: Paul Middleditch
Executive Producer: Pete Masterton
Visual Post: The Editors
Offline: Stuart Morley
Grade: Ben Eagleton
Online: Stuart Cadzow
Audio Post: Heckler
Executive Producer: Bonnie Law
Sound engineer: Dave Robertson
Product and Retail Film Director: Grantley Smith
Stills Photographer: Steve Greenaway
Visual post - vision: White Chocolate
Visual post – stills: Limehouse
Media Agency: Atomic
Top Image: Enigma