The Challenge

Out-pitch one of the most awarded agencies in the world.

Head-to-head against Adam & Eve DDB for Aviva Wealth's mass-affluent DIY investor repositioning. The brief: reframe investing as a natural, human part of modern life rather than a specialist pursuit.

The Work

Two campaign territories developed: 'Strings to your bow' — a visual metaphor for building a diversified portfolio — and 'Investingly', a brand-led linguistic shift designed to make investing feel human. AI-driven workflows gave the in-house team a genuine creative edge in the pitch.

The Result

Pitch won against Adam & Eve DDB.

A subsequent change in leadership meant the campaign didn't roll out — but the outcome stood. Beating a globally acclaimed agency in a head-to-head validated the in-house model and set a new benchmark for what internal teams can achieve.