Salt & Signal

A bank for people who work the water. We spent nine days in three fishing ports to prove it.

A skipper in a wax jacket coils rope on a wet harbour quay beside a lit lamp

Client

Tidewell

Length

2:40 + 24 cutdowns

Shot

9 days, Peniche

Delivered

6 weeks

The brief

Tidewell had grown up serving fishing families, then spent a decade looking like every other bank. Their new campaign needed one film that their oldest customers would trust and that new customers would finish.

What we did

We cast no actors. Three working crews let us onto their boats and quays, and we shot at first light with a four-person team. The film runs on natural sound, one voice and a rule that nobody says the word bank.

What it delivered

The film became the opening of every Tidewell sales meeting, and the cutdowns ran through a full season of social.

61%

Average watch-through

2.4M

Views in the first quarter

+18%

New account enquiries

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