We scoured Nationwide’s archives for inspiration and came across Arthur Webb; a pioneering figure who championed innovation and led the Society during two World Wars.
We scoured Nationwide’s archives for inspiration and came across Arthur Webb; a pioneering figure who championed innovation and led the Society during two World Wars.
Driving £2million in efficiency savings in two months
At the heart of the campaign is a film narrated by Nationwide CEO, Joe Garner, featuring colleagues and execs promoting their practical and outlandish efficiency ideas along with the proud exclamation: “I am Arthur.”
Arthur Webb’s most striking physical feature was his rather impressive moustache. This moustache provided a visual cue which was first introduced in the “I am Arthur” film and then appears like a golden creative thread throughout the campaign.
The campaign has directly driven £2million in efficiency savings in six months and has already won three employee engagement awards in 2018; the IC Brilliance Awards, the Corporate Engagement Awards and the PRCA Dare Awards.