The client
Legal & General are one of the UK’s top 50 companies in the FTSE 100 index. They are responsible for investing over £250 billion worldwide on behalf of investors, policyholders and institutions.
The work
Design for print • Advertising • Exhibitions
The brief
With Legal and General’s Inheritance Tax (IHT) planning one can effectively begin to reduce an estate by passing along various assets or equities before the inevitable, thereby avoiding hefty UK inheritance taxes. Firedog were tasked to produce a branded campaign to communicate the benefits of Legal and General’s IHT planning products and services. The campaign needed to include advertising, print collateral, exhibition material and direct mail elements, whilst also allowing Legal and General partners to adopt the campaign for their audiences and seminars.
The solution
Firedog’s ‘Russian Nesting Dolls’ campaign offers a unique concept that demands a second look. Firedog inversed the ‘growth’ of the Matryoshka dolls so that the baby (3rd generation) is the largest doll in the sequence. This implies that, with careful planning, one is able to ensure future generations can benefit from the wealth and assets accrued by their ancestors. The strong red background, typography and illustration create a unique look and feel for an advertising campaign that lends itself well to the subsequent editorial, direct mail, event branding and collateral. A seminar planner was also provided to ensure Legal and General partners have all the tools in order to educate potential clients to the benefits of IHT planning.
The results
The campaign has been launched across the UK for 2008/9 and exceeded all targets set by the Legal and General marketing teams.
