Lucy

Thinkingbox London has unveiled the brand relaunch campaign for L&C Mortgages, the UK’s largest fee free mortgage broker. The campaign is centered on a new brand spokespuppet named Lucy, a vibrant pink character designed to bring warmth, wit, and expert guidance to one of life’s most daunting financial decisions.

As L&C’s creative production partner, Thinkingbox delivered the market leader’s new brand positioning through a deliberately ‘handmade’ creative approach, one that leans into craft and character.

Lucy was created and performed by puppet maker and lead puppeteer Oliver Smart and directed and photographed by Shaun Severi, Executive Creative Director at Thinkingbox. The production prioritized capturing Lucy entirely in-camera using traditional puppetry techniques, resulting in a series of social films and stills in which she literally pops up on customers’ shoulders to offer warm, expert guidance.

“We wanted to give L&C a soul you could actually touch," says Eli Vasiliou, Creative Director at Thinkingbox. "There’s a little bit of magic that comes from a handmade character popping up on a shoulder to share mortgage wisdom.”

"We needed a distinctive and memorable icon to represent L&C’s superpower - their people. Lucy is the personification of that expertise; the warm, wise helper who’s always right there when you need her,” added Max Wright, Founder of brand consultancy Onwardly, who led the rebrand strategy.

"We knew we needed to do something radical to match our ambition and make sure that L&C is the first name people think of for mortgage advice. This relaunch, fronted by Lucy, brings a friendly, accessible face to what can often be a complex and daunting process,” said Gemma Bacon, CMO at L&C Mortgages. “Seeing her pop up in our new social films to guide our customers perfectly embodies our commitment to being the UK’s favourite mortgage partner. We’re thrilled to finally share her with the world."