People didn’t know how to pronounce Allica, let alone why they should bank with them.

The ‘I-like-a bank’ platform tackled both, turning the sound of the name into playful headlines about the bank’s benefits. A simple way to teach people how to say Allica and give them a reason to like it.

The campaign’s success led to a Halloween edition, for which I wrote spooky lines carved into Allica-orange pumpkins. We also took to the streets for a vox pop social film, asking people to share their banking horror stories.