Park Christmas Savings: ‘Own It. Don’t Owe It’ Integrated Campaign
While working at Park Christmas Savings, I led the concept and full creative execution of ‘Own It. Don’t Owe It’—a bold, integrated marketing campaign designed to disrupt, engage, and drive awareness of Park’s safe, trust-based saving model during the UK’s cost of living crisis.
Aimed at both new and existing customers of getpark.co.uk, the campaign positioned Park as the smarter alternative to risky ‘buy now, pay later’ schemes. I directed every stage—from storyboarding to final output—developing the creative direction, copy, social assets, emails, mockups, and OOH visuals. The tone was intentionally eye-catching and provocative, designed to stop scrolls and spark conversation. Taglines were paired with playful lines like “No Santas were harmed…” to balance levity with trust-building.
An alternate, unused concept featured Earl the Early Bird, Park’s mascot, caught “in hot water”—a visual metaphor highlighting the risks of deferred payment compared to consistent, affordable saving.
The campaign successfully met all business objectives: boosting brand trust, increasing engagement, and raising awareness of Park’s savings proposition. It was well-received across digital and offline channels, helping Park cut through a crowded holiday finance space with a message that resonated.
*'Earl' character originally designed by TBWA Manchester, PCS' agency partners