A brand campaign fit for a museum

As Spendesk developed its AI offering, it faced a clear challenge: people were starting to trust AI… just not with their numbers yet. Spendesk knew finance teams make decisions that drive growth. Yet outdated processes kept their talent buried in repetitive admin.

With renewed investment in the UK, Spendesk needed to make an impact. Competitors were spending heavily on search, so budget alone wouldn’t be enough. The creative had to stand out. 

TEAM LEWIS were tasked with creating a multi-market brand campaign for the UK, Spain and Germany. The goal was to build brand awareness among finance leaders in mid-sized businesses, showing how Spendesk could unlock business growth and put their ambition in the spotlight.

Our research uncovered the real barrier: Finance teams spend time looking backwards instead of looking forwards.

Paper receipts, manual approvals and painful month-end processes slowed them down. But familiar routines can be difficult to leave behind. 

TEAM LEWIS therefore developed For Bold Ambitions, brought to life through one provocative thought: 

Finance belongs in the future, not in a museum. 

We turned the old way of working into exhibits, using humour to challenge the routines finance teams had accepted and position Spendesk as the way forward.

One centralised brief enabled our global studio network to transcreate the campaign across the European markets simultaneously, maintaining consistency and improving efficiency whilst localising for different audiences. 

Led by a hero TVC, Spendesk’s campaign launched in the UK before expanding into Germany and Spain, with creative localised for each market. Activity across Sky AdSmart, Meta, YouTube and LinkedIn focused first on brand awareness and then on driving traffic to the campaign landing page through retargeting.