Creative agency EveryFriday and Lloyds Bank have partnered on a bold new campaign to redefine the meaning of business banking, challenging what it has become and reclaiming what it was always meant to be.
For too long, the world of business banking has been perceived as commoditised, cold, and distant. The new platform, “This Is Business Banking,” pushes back on that narrative. Because slick UX alone doesn’t drive growth. And chatbots can’t walk a factory floor. Real progress comes from real partnership. Proper business brains rolling up their sleeves, showing up, and truly understanding how a business works. At the centre of the campaign is a hero film directed by Luke and Joseph of Unit9, shot inside Leeds’ iconic AW Hainsworth mill – a place steeped in history yet continuously evolving. The mill stands as proof of what long-term strategic support can unlock; it’s been innovating, adapting, and preparing for the future with Lloyds by its side.
The film immerses viewers in the visceral world of Hainsworth: the thunder of the looms, the rhythm of machinery, and the energy of a factory in full motion. Dramatic cinematography pairs with bespoke sound design crafted from the mill’s own sonic textures. But at its heart, the story is about partnership. Capturing how Lloyds teams show up in person, on the ground, building relationships that go far beyond transactional banking. This is business banking that’s invested in long-term growth, not just short-term support.
The campaign rolls out across TV, OOH, social, and digital, marking a confident new chapter in how Lloyds shows what real business banking looks, and feels, like.
Director’s Luke & Joseph: “Whenever the EveryFriday team wants to collaborate it’s always an exciting prospect. We’ve always loved shooting in real spaces with real people, so stepping into the AW Hainsworth factory was an amazing experience. It’s an incredible blend of history and modern craft; you can feel the sense of tradition sitting right alongside cutting-edge design and technology. The whole place has a rhythm to it. That sense of spontaneity really shaped the film; it became about capturing the pulse of the place, the people, and the beautiful energy of how it all comes together.”
