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Yolt – Unthink Money

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This new campaign for Yolt employs neuroscience to outsmart brain biology. 

Created by Uncommon Creative Studio the campaign, called Unthink Money, focuses on the lizard brain, an evolutionary throwback responsible for your most impulsive and financially dubious decisions. Also known as your cerebrum serpentium, the lizard brain enables destructive, excessive and compulsive spending habits and can be blamed for the decision you made to buy that Fender guitar you never had any intention of learning to play and which is now hanging on your wall so people on every Zoom meeting know you're not all work and no play. 

Rooted in behavioural science, the campaign is a scientific explanation as to why humans spend in the way they do, and the 60-second animated spot [above], created by animation studio Private Island and directed by Chris Boyle, is a colourful and clever way of highlighting people's dubious monetary impulses. 

“Yolt is all about giving everyone the power to be smarter with their money," said Lucy Jameson, Co-Founder at Uncommon. "Our strategy explored the ways we can take control of our money, with a playful take on the science behind why we spend the way we do at the moment.”

The campaign will run in the UK across the next few months with creative also designed for OOH and social [below].

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