Yolt's marketing campaign blames our unruly lizard-brains for dangerous spending habits
Uncommon's Unthink Money campaign for the finance app features a scaly mascot and a series of long-form ads that demystify the science behind spending
The Yolt app helps people manage their money, puts bank accounts and credit cards in one place, and offers users prompts and challenges to save.
To highlight the way the app can “help the human brain regain control,” Uncommon created a neon pink and green lizard mascot to represent the pesky lizard brain responsible for quick purchases. It is accompanied by exploded 3D illustrations of human anatomy to portray the constant battle between reasonableness and the urge of the "Cerebrum Serpentium" to indulge in frivolous issues.
In addition to a 60-second animation of Chris Boyle charmingly bringing the irrepressible lizard to life, the campaign features a series of long-form ads exploring the science behind our inability to withstand quick editions.
Apparently, the dopamine responsible is the same substance that causes jellyfish and nematodes to "fidget in delirious, involuntary, invertebrate pleasure" – which sounds like a fair description of anyone busy with an unplanned snack or a heavy ASOS order Has.
While the tone of the campaign contains many entertaining explanations about what leads us to dubious financial decisions, it is particularly (and fortunately) not preaching. It frees us all of the guilt that often follows and instead offers useful tips on how to cope with these habits.
Credits:
Agency: Occasional creative studio
Production company: Private Island
Director: Chris Boyle
Producer: Helen Power
Post production and VFX: Private Island
Soundtrack composer: Pablo Nouvelle
Sound design: Soundtree
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