People often think that B2B marketing needs to be ‘straight’ because the decisions are commercial and serious. Ultimately though people are drawn to brands that create ways of talking about themselves that are interesting and that give people reasons to engage. 

As the global trend towards leasing accelerates, LeasePlan wanted to talk with SMEs about the emotional and financial benefits of leasing vehicles as their businesses grow. We needed to bring their world to life in ways that would make them smile. 

The 'Beanies' captured the idea of vehicles being an extension of both an individual’s character and their brand. Our campaign followed their adventures as they chose a vehicle from the LeasePlan range that worked perfectly for them.