OneMain Financial Brings Loans Down to Earth in Its First Brand Campaign

FCB New York created 'Lending Done Human'

OneMain Financial seems to have found a brand identity. OneMain Financial
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Taking its marketing cue from insurance brands like Geico, Progressive and Allstate, OneMain Financial is looking to make the not-so-interesting topic of personal lending a little more personable in its first brand campaign.

“Lending Done Human” launches today with two 30-second videos based on the notion that applying for a personal loan doesn’t have to be as daunting as you might think—because, OneMain Financial’s people—real people who do not have powers like supersonic hearing, by the way—are there to help.

FCB New York created the ads.

“It was clear early on we wanted a campaign more like Geico or Allstate,” chief creative officer Ari Halper told Adweek. “You’re usually not looking for insurance during happy times. It’s interesting how that category did such creative, lighthearted work with such success. There was a desire on both my part and [OneMain Finacial’s] part to take learnings from that and destigmatize this area of lending, which doesn’t necessarily have the most wonderful outlook [tied to it], either.”

Halper said his team and OneMain Financial initially mulled the idea of introducing a character similar to the Geico gecko. When they did finally decide on an approach, Halper said, it felt like “the stars aligning.”

The stars also seemed to align for OneMain Financial when it partnered with FCB New York, which will now act as its lead creative agency.

“I had relationships with [former chief strategy officer] Deb Freeman and Ari Halper previously, so immediately, I knew I wanted to work with them,” OneMain Financial CMO Kim Wijkstrom told Adweek.

Halper said his team was eager to take on the project.

“Whenever you get a blank canvas to work with, it’s a dream come true,” he said.

The ads will launch in six local markets and roll out nationally in the fall. Noble People handled communications strategy as well as media buying and planning for the campaign.

Agency: FCB NY
Chief Creative Officer: Ari Halper
Executive Creative Director: Gary Resch
Group Creative Director: Gabriel Schmitt
Creative Director: Luciana Cardoso
Associate Creative Director: Berto Santana
Group Strategy Planning Director, SVP: Raig Adolfo
Director, Account Management, EVP: Alec Cocchiaro
Group Account Director, SVP: Nichelle Sanders 
Account Director: Irina Shlafman
Client: OneMain Financial
Chief Marketing Officer: Kim Wijkstrom 
VP, Marketing: Kate Gilmer
Brand Manager: Irene Thompson
Production Company: O Positive Films
Director: Spencer Riviera
Executive Producer: Ralph Laucella
Line Producer: Devon Clark
Editorial: Mackenzie Cutler
Executive Producer: Gina Solon
Editor: Ryan Steele
Assistant Editor: Devon Flint
Executive Producer: Sasha Hirschfeld
Senior Producer: Gillian Burkley
Producer: Margarita Music
Head of Production: Andy Wilcox
Color Correct Company: Company 3
Colorist: Tim Masick
Conform Company: Schmidgital
Music: JSM
Producer: Joel Simon
Sound Design / Audio Mix: Heard City
Sound Engineers: Phil Loeb and Evan Mangiamele

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.