Founded in 1997 and launched in March 1998, mortgagesplc was created to market a range of non-conforming mortgage products specifically designed to meet the needs of borrowers whose circumstances often put them outside the mainstream market. Mortgagesplc has been a wholly-owned subsidiary of Merrill Lynch, one of the world's leading financial institutions. Since April 2008 Mortgages plc has focused on servicing and administering assets.

Brief: Create a trade press and DM campaign that differentiated mortgagesplc from the oversubscribed sub-prime mortgage market.

Solution: 'Revolutionary thinking' was created to reflect mortgagesplc's committment to developing better products for the mortgage industry.

Input: Campaign concept, copyrwriting & art direction.