Planning for life doesn’t always go according to plan Liberty So, what does the “it” in “In it with you” mean? We decided that “it” means everything. Wanted to show that life lives in the grey areas where messiness and magic happen. To show that Liberty is the kind of financial services provider that understands that planning for life doesn’t always mean it goes according to plan; and that they’re in that with you too.

Our idea was to focus on the word “and” as a connector of everything that can happen in life. The good and complicated. Fun and frustrating. Coupled with imagery strategically portraying real-life, often messy scenarios to emphasise the complexities people face in pursuit of financial freedom, we brought the brand a lot closer to showing that they understand the barriers to obtaining that freedom.

The art-imitating-life billboards were placed all over Johannesburg, resonating with audiences seeking genuine connections and comprehensive financial advice.
Our client, Liberty, invited us to explore another way to bring their slogan “In it with you” to life. In response to low consumer confidence saturated with directives to cut spending, we found an opportunity to redefine their role from financial advisors to empathetic companions. Recognising the average South African’s desire for freedom amid financial crises, there was an opportunity to show the unconventional joys that challenge traditional advice. The billboards were placed at 11 locations around Johannesburg with a combined monthly traffic of 850 058 864. Results