Lloyds: £1M campaign asking readers 'What really matters to you?

This was one of my greatest moments in Create Dept, The Telegraph. I had 4 hours to come up with a stylish design concept/mock for help book a Lloyds Bank campaign worth over £1m. This brief really epitomises what is expected and what is needed to succeed when you work in the pressure cooker enviroment of a commericial department.

The brief was that seven topics were identified that matter most to Telegraph readers, eg community, financial security and family. Top Telegraph writers including Joan Bakewell and Rowan Pelling then gave their opinion on them. The intro for this campaign would go on the front page so needed to be excecuted perfectly.

Working with a dark and a soft light green palette, I introduced a new font, stylish illustrated portraits of the writers and some slight ornate decoration which our client loved. And with that hugely busy, but hugely satisfying afternoon, the campaign was booked.