As payday loans go, JL Money was a new contender and was positioned as a' fairer' lender to provide a service that is purely intended to 'fill the gap' and as
a last resort.
The brief for the billboard ads was to create a campaign that focused on directing customers to their office. Knowing that the company was a relatively new one,
I advised the client to use the opportunity to showcase the company's 'unique' approach.
While developing the creative, I was also looking to explore the application of the brand's visual identity.
The next step was to develop a bus ad. The idea was to use the core brand value of providing 'fairer loans' as a key messaging tool.
Internal bus display boards inspired the visual along with very simple copy and clean graphics and a clear call to action.