How Nationwide gave diversity a voice

How often does advertising actually portray the authentic life experiences and rich diversity of British society?
This was the objective for Nationwide, which wanted to create a campaign that stood out from the wider market by giving real people a voice. From a business perspective, the concept also needed to help grow Nationwide’s share of current accounts.
As as a building society owned by its members, Nationwide believed there was an opportunity to clearly separate its brand from the m