NatWest donates ad-space to female lead start-ups, and helps them build themselves in to fully fledged businesses.
The NatWest Back Her Business initiative seeks to fund and mentor female-lead businesses in the UK. Small and new business ventures are able to apply for the programme which aims to close the gender gap in business.
Instead of using their ad-space to talk about their own initiative, the creative team at VaynerMedia challenged NatWest to put-their-money-where-their-mouth-is and pay it forwards to the businesses in question. So instead of creating an ad to promote the programme, we promoted the businesses that NatWest has helped already.
MasterPeace; A Wellness and meditation painting class.
For the first business, MasterPeace (based in Victoria, London) we created an animation that demonstrated the adventures of their classroom. I designed a character that demonstrated the conceptual values that MasterPeace has, but that was also energetic and relatable in style.
Mini-meal Times: An app to aid parents track kids nutrition.
The second business is an app called Mini-Meal Times. The app is designed as a workspace for parents to track their child’s diet and eating habits through, so that you can be sure you’re providing a balanced and nutritious meal for your little ones.
The art direction was designed as an homage to kids drawings – quite basic in colour and shape, with a texture reminiscent of crayon drawings. The colour doesn’t quite reach the lines, or goes over in places, as a child would when carefully drawing. This added an energy to the adverts that was right on target for the product.
I also created on-screen text for the advert, meant to be an extension of the same style and art direction.