Yorkshire Building Society launches major brand campaign

Yorkshire Building Society has launched a new TV advertising campaign focusing on enabling the small saving steps that make bigger moments possible.

Using the tagline “Here For Every Stage”, the campaign follows the journey of two parents and their daughter as she goes from childhood to having children of her own. It situates multiple scenes from their lives in a single theatre setting in Yeadon Town Hall.

Billed by the mutual as a shift towards more brand-led storytelling, the campaign is running across TV, digital, video-on-demand and social media from 3 August.

It was created by YBS’s in-house creative team and produced by Leeds-based Media Mavericks.

Jodie Madden, Director of Brand and Marketing at Yorkshire Building Society said: “Financial decisions are some of the most important moments in people’s lives, but they’re rarely just about finances. They’re about the people we care about and the futures we’re trying to create for them.

“With ‘Here for every stage’, we wanted to tell a story that truly reflects that reality. It’s about recognising the pressures, the pride and the responsibility people feel as they move through life, and showing that for 160 years we’ve been right there alongside them, not just with products, but with understanding, support and expertise when it matters most.

“This is also our first TV campaign in a decade, and it feels fitting that it’s been a true Yorkshire effort from start to finish. Our creative team have worked hard to show Yorkshire Building Society as a partner that understands our members’ lives, not just their money.”