Lloyds goes bold with its biggest-ever ad campaign to mark a new chapter

Lloyds is making moves—literally. Today, the UK's biggest retail and commercial bank kicks off its most ambitious multi-channel campaign yet. And it's all for a shiny, refreshed version of its mobile banking app. Yes, that humble app on your phone has just gone through a makeover, and Lloyds wants to make sure everyone knows about it.

The colossal campaign, titled 'The Power To Do It All', sees Lloyds flexing across everything from TV and social media to gaming and outdoor ads. With over 500 individual assets (yes, five hundred), it's fair to say Lloyds isn't doing anything by half. Created by adam&eveDDB, with Wolff Olins reimagining the brand and Zenith working on media, it's a full-force effort to get you to love the new, improved Lloyds offering.

But this isn't just any old campaign. It is the first to launch under Lloyds' refreshed brand strategy, now proudly carrying the tagline' Lloyds Moves Everyone Forward'. So, it's not just about banking; it's about moving—financially, emotionally, metaphorically (you get the picture).

Suresh's Vision: Modern, Yet Timeless

Lloyds' brand refresh began last year under Chief Marketing Officer Suresh Balaji, who clearly wasn't interested in a simple logo tweak. After bringing in Wolff Olins to overhaul things, the bank decided to focus on the idea that everyone needs to take that next step financially. Whether it's sorting out your investments or wrangling a mortgage, Lloyds wants you to know they've got your back. The app? That's just the start.

Suresh explains, "Modern brand building is more than advertising. A brand is the sum total of all experiences… Our aim has been to take our stable, strong, and traditional brands and make them even more timeless by applying our 'Experience-led-brand' principles." In other words, Lloyds is all about experience now—and perhaps even something that feels a little more relatable.

A Twist in Every Tale

Speaking of which, the 'Power To Do It All' campaign features two modern British family stories with a twist. As in, moments you'll recognise, but with the Lloyds app providing the unexpected solution—because who knew a banking app could save the day?

Running for six weeks, the spot shows how the app can empower users, whether banking, investing, or handling car finance. It's not just an app—it's your ticket to sorting out life's money matters in a few taps. And let's face it, isn't that what we all want?

A Cheeky British Reboot

During the brand's review, Wolff Olins found that most people struggle to make those financial leaps, even when they know they need to. Therefore, it created the ethos' Lloyds Moves Everyone Forward', which promises to help its customers take that next daunting step with ease.

With that new attitude came a fresh look. There's a revamped colour palette centred around Lloyds' iconic green and a tone of voice that feels modern but quintessentially British. A new custom sans serif typeface created in collaboration with Grilli Type, plus a suite of illustrations and fresh photography, completes the look. According to Tom Carey, senior creative director at Wolff Olins, they've made the brand "bolder, wilder, and with a charming British twist".

To add further relatability, Miranda Hipwell, adam&eveDDB's CEO, admits that while they've stayed true to Lloyds' DNA, there's been a "fresh creative direction, bringing a little humour and levity, all grounded in the effortless power of the app experience."

As mentioned, Lloyds' reinvention hasn't been a solo effort. Wolff Olins, adam&eveDDB, and Zenith all came together to shape the bank's new chapter, working alongside Lloyds' in-house team. Sannah Rogers, CEO at Zenith, sums it up perfectly: "This campaign represents Suresh's clear vision, positioning Lloyds as a modern, digital-first bank."

She adds: "We have showcased a shared commitment to bringing these bold moves to life. It's energising to be part of such a dynamic partnership, and we're excited to see this vision come to life in a truly integrated and data-led campaign."