Lloyds launched a campaign to help make the organisation more inclusive and wanted a 60-90 second film to provide the emotive punch of the campaign. The aim was to help stimulate cultural change in an organisation of 90,000 people.

We built the film around the idea that even seemingly innocuous comments can cause serious hurt, building up over time until the recipient feels at ‘breaking point’. The image of a light bulb shattering captures this in a memorable way. We had a cast of five characters, and filmed them talking straight to camera, spot-lit against a stark backdrop, creating an intimacy with the audience.

Words Count became the most clicked on film in the history of Lloyds Banking Group’s iWatch channel, where it was watched by more than 22,000 staff.