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DLKW Lowe Gets Pension Wise with New Campaign for HM Treasury

MullenLowe London, 2 years, 7 months ago

Studio AKA produces animated spot launching new pensions guidance service

DLKW Lowe Gets Pension Wise with New Campaign for HM Treasury

Today, DLKW Lowe and HM Treasury, the government’s economic and finance ministry, announce the launch of a campaign to promote the new pensions guidance service Pension Wise. Pension Wise has been set up in response to the new changes that are being made in April to how people access their pensions. DLKW Lowe won the business following a pitch off the government roster at the end of 2014.

Pension Wise is the first port of call for consumers, offering free and impartial guidance to people with a defined contribution pension approaching retirement.

The integrated campaign running across TV, digital and print is driving awareness of the service and encouraging consumers to visit to find out more. The campaign end line is ‘Your money. Your choice.’ The animated campaign features illustrations by designer Kerry Hyndman for animation company Studio AKA.

Tom Knox, chairman of DLKW Lowe explains, “We are proud to have been given the responsibility for communicating this significant reform to how pensions will work in the future. It is very important that people at, or approaching, retirement age are empowered to make informed choices about what they do with their money.”


Advertiser: HM Treasury


Illustrator: Kerry Hyndman

Creative Agency

Account Management: Tom Knox, Georgie Ambrose, Olivia Hanson

Account Managers: (Online) Georgie Ambrose, Olivia Hanson

Creative: Tom Hudson

Creative Agency: DLKW Lowe

Designer: Ryan Self, (Online) Pascal Holm

Executive Creative Director: Tom Hudson

Planner: Richard Warren

Producer: (Online) Andre McClaren

Media Agency

Media Agency: Carat/Mindshare

Music and Sound

Audio Post Production: 750MPH


Edit Company: Studio AKA

Post Production / VFX

Post Production House: Studio AKA

Production Company

Director: Philip Hunt & Dave Prosser

Production Company: Studio AKA

Category: Finance/insurance , Pension and retirement

Genre: Animation , Dialogue