Introducing ‘Bike’, our 8th campaign featuring Lloyds Bank’s iconic Black Horse, but the first with a story built around a Lloyds Bank product: the Smart Start bank account for 11-15 year olds.

We worked with Henry-Alex Rubin to bring to life this new approach for Lloyds Bank by highlighting the emotional benefit the new product provides young people: growth in confidence.

The campaign launched with a 60” TV ad which is set to the epic and uplifting ‘Girl on Fire’ by Alicia Keys. The story follows a girl mastering the art of riding a bike and growing in self-belief over time, supported every step of the way by the black horse.

Building on the TV launch, the campaign is also running across social, digital, press and OOH to help land the more rational benefits of the account with both parents and kids alike.