Capital One came into the Fold back in 2021 with a problem: The credit category is full of negative associations - it lacks integrity and there is the perception that providers prioritise profits over people’s best interests. In order to build trust amongst this scathing and sceptical audience, we knew we had to stand for something meaningfully different. 

The platform idea we developed, ‘One Good Thing’ speaks to the business's ongoing commitment to improving the experiences their customers have with the brand, through small thoughtful actions.  It was born out of research which highlighted that 58% of adults don’t trust a brand until they have seen ‘real world proof’ that they have kept their promises. Against this backdrop of declining trust and scepticism about ‘purpose-washing’ (brands co-opting external narratives around social good, sustainability or other issues to benefit from borrowed credibility and/or goodwill), the core strategic concept of ‘small actions speak louder than big words’ was developed in partnership with Fold7.

We developed an ownable and distinctive visual world and through advertising tell their compelling story about changing the credit story - one small and meaningful act at a time. The latest chapter of the campaign saw Capital One commission Fold7 to deliver their largest reactive OOH campaign in the brand’s history. From large city banners up in Scotland, Leeds and Birmingham to localised reactive executions running throughout the UK, the campaign has fresh and timely content, which talks to key cultural moments, including our Lionesses getting through to the final of the World Cup (an execution that was conceived and live within four hours!).