Initial Concepts & Simon Jones Feedback

Problem

To begin with I made sense of the brief by splitting it into basic sections: 

What the problem is

What I need to research

The faults with the current material

What format could it take to appeal to the audience?

Initial Ideas

The basic conclusion from this is that the financial material needs simplifying and making digestible as it currently is intimidating and aggravating. 

Concept #1

My initial idea was to use anagrams of 'Financial Planning' to create humorous and lighthearted phrases

This would be supported with the following tagline:

Concept #2

Straight talking tone of voice that is humorous and punchy

Concept #3

Moving on from this I came across the idea of animals Caching and Hoarding food for the winter

This developed into creating mock proverbs that animals could say that hints towards saving/ investing money

The problem with this route is that it relies on the understanding on the word 'cache' which isn't a commonly known word.

Concept #3

Building from the idea of hiding nuts I thought a campaign could be built from humans hiding money for the future.

Illustrations would show people hiding money in silly places and then direct them towards a more sensible option being Standard Life

Talk with Simon Jones

After talking with Simon about my initial concepts, he suggested to return to my initial idea of playing with anagrams as the brief calls for generally sorting your finances out and being on the ball rather than sticking money in a bank.

The problem with the Hoarding/ Caching concepts is that they describe banking rather than taking control of your own finances.

These other concepts began to get too confusing and off point whereas the anagram idea was quick, playful and punchy.