Welcome to the Fold

Creative Advertising Agency Fold7 launched 'One Good Thing' TV advertising campaign for Capital One.
One Good Thing Capital One | TV Advertising Campaign | Fold7
One Good Thing Capital One
Click and Drag
A man through the window

Capital One

One Good Thing


  • Advertising
  • Social
  • Content


The Context
Capital One UK came to us with a meaty challenge: how to break away from the pack of credit providers as the “only purpose-led banking brand” and, from a current position of low awareness, to take the crown of category leader within three years?
The Opportunity
We needed to find a way to make their admirable purpose of 'changing banking for good' resonate with consumers. In other words, how could we end the days of Capital One being mistaken for a radio station, and instead help them become the leading name in credit?

58% of adults don’t trust a brand until they have seen ‘real-world proof’ that they have kept their promises. This is an even bigger challenge in a category where the default is for consumers to assume that providers are out to exploit them.

Against this backdrop of declining trust and scepticism about “purpose-washing” the core strategic concept of “small actions speak louder than big words” was developed.

The creative platform we developed is ‘One Good Thing’:

The idea that the way to really drive change for better is to focus on getting things done and doing simple things right – one small, good thing at a time.

To represent the ethos – the conscientiousness underpinning Capital One’s many small, good actions – we developed a new kind of brand hero...

...a glowing, floating, sentient One who roams the UK existing only to help consumers succeed with credit.

“We feel we’ve found a true partner in Fold7. They’re aligned closely to our values and understand our brand. Having helped us find our voice in advertising, they are now also making a meaningful difference within the business.”

Andy Clayton – Head of Brand, Capital One