Who Am I – ARM Group

As the ARM Group reinvented itself, it sought to position the brand as approachable – while explaining to the world in the simplest terms what they do. In a sector often thought to be incredibly complex, we decide to take the expression ‘explain it to a 5 year old’ literally. The ‘Who Am I’ TV spot sees the impressive range of the ARM Group’s offerings explained in a conversation between an adult and a child in a human, relatable conversation. This spot which was part of the larger New Archetype brand refresh campaign showed how one of the most prominent financial groups in the country was still very much ‘human first’ reaching from today into the potential of tomorrow.