Experian has unveiled a new brand platform, Better Your Story, aimed at bringing optimism and clarity to a category more often defined by anxiety and confusion. Created in partnership with BBH London, the platform reframes financial progress as something people can actively shape, one informed decision at a time.
The launch marks a significant evolution for Experian, spanning everything from tone of voice and visual identity to how the brand communicates the value of its credit score and consumer tools. The goal is to increase awareness and consideration while clearly showing how Experian helps people make smarter financial choices that lead to better long-term outcomes.
Rather than relying on traditional financial messaging, Better Your Story uses nursery rhymes and fairy tales as its creative foundation, spotlighting familiar stories in which a small intervention could have changed everything. The approach underscores a simple idea: guidance at the right moment can rewrite the ending.
The platform launches with a 60-second hero film, supported by radio and out-of-home executions. The TV spot reimagines the woman who lived in a shoe, reframing the classic tale to show how Experian could have helped her secure a better mortgage and a home that actually fits her family. The work positions Experian as the quiet but powerful helper behind better outcomes. Watch below:
“Better Your Story is more than a campaign. It’s our commitment to helping people take control of their financial future,” said Sal Miller, chief marketing officer at Experian Consumer Services. “We know that life doesn’t always go to plan, but with the right tools and guidance, everyone has the power to change their narrative. This platform brings that promise to life in a way that’s bold, relatable, and full of optimism.”
Directed by Tom Noakes through Business Club, the production blends storybook fantasy with modern life. The shoot included two full-scale shoe sets and illustrated storybooks created with Curious Productions, reinforcing the contrast between old tales and present-day realities.
Music for the campaign was developed by composer Tom Caruana from Wake The Town, alongside rap artist and musician Meduulla, who voices the ad and brings a contemporary edge to the traditional rhyme.
BBH executive creative director Felipe Serradourada Guimaraes added, “Once upon a time, BBH made a cracking modern-day fairytale to tell the world about credit scores. And the ad world lived happily ever after. The end.”
The campaign will run across TV, cinema, VOD, out-of-home, radio, digital, and social channels for an initial three-month burst, with media handled by PHD.
CREDITS:
BRAND: Experian
- CMO – Sal Miller
- Head of Brand & Campaigns – Jack Jones
- Senior Campaign Manager – Brea Thibobeau
- CCO: Alex Grieve
AGENCY: BBH London
- Executive Creative Director: Felipe Guimaraes
- Creative Directors: Philip Holbrook, Stu Royall
- Creatives: Jack Gravatt, Till Dittmers
- Design Director: Anthony Jones
- Designers: Sophie Harper, Lucy Russell-Bates
- Planner/s: Will Hawkins, Alexi Hall
- Business Lead: Sarah Rodrigues
- Account Director: Sammy Mendel
- Account Manager: Ellise Logan
- Account Executive: Ruairi Burke
- Senior Agency Producer: Kreepa Naisbitt
- Art Producer: Amy Grady
- Media agency: PHD, Jellyfish
PRODUCTION COMPANY: Business Club
- Director: Tom Noakes
- Managing Director: Tom Berendsen
- Executive Producer: Jason Lovelock
- Production Manager: Katie Keith
- DOP: James L Brown
- Production Designer: Mikey Hollywood
- 1st Assistant Director: Jim Cole
- Costume Designer: Sergei Yordanov
SERVICE PRODUCTION COMPANY: B2Y
- Line Producer: Ivan Ivanov
- Editor: Peter Sciberras
- Edit House: Trim
- Edit Producer: Tatyana Alexandra
COLOR: Company 3
Colorist: Simon Bourne & Dominic Phipps
SOUND: King Lear
- Sound engineer: Ed Downham
- Music composer: Tom Caruana
- Music supervisor: Tom Stanford
- Music company: Wake The Town
PHOTOGRAPHER: Dan Humphreys
OOH PRODUCTION COMPANY: Curious Productions
- OOH illustrator: Kate Forrester
- Studio Manager: Toni Polain
- Artworker: Nigel Pullum
- Artworker: Dave Walsh
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