EXPERIAN REWRITES THE SCRIPT WITH OPTIMISTIC ‘ ’ BRAND PLATFORM

Experian has launched “Better Your Story,” an upbeat new brand platform by BBH designed to make financial management feel empowering. Using reimagined fairytales and nursery rhymes, the campaign shows how Experian’s tools could change life outcomes, including better mortgage decisions. High-impact film, OOH and audio assets anchor the refreshed brand vision.  

Experian is stepping into the new year with an optimistic challenge to consumers: rewrite your financial future. The credit information company has launched “Better Your Story”, a sweeping new brand platform created with BBH that aims to reframe financial management as a domain filled with possibility rather than anxiety. In a category long associated with opaque jargon and grim warnings, Experian is betting that a more empowering tone can help drive awareness and consideration of the Experian credit score and, ultimately, persuade more people that informed decisions lead to better financial outcomes.

The platform signals a full-scale overhaul of how the brand shows up in the world — from language and visuals to how benefits are explained — reflecting a strategic push to demonstrate, in tangible terms, how Experian equips users to secure better deals, avoid costly mistakes, and progress toward life goals such as buying a home or starting a family. The creative idea lands on the simple but resonant premise that everyone has a story, and better information can change how that story ends.

To dramatise this, the launch campaign mines well-known nursery rhymes and fairytales, tapping their universal familiarity while highlighting the outsized role a “small intervention” could have played in altering the fates of fictional characters. The hero 60-second TV spot is built around the woman who famously lived in a shoe — here reimagined in a modern context where Experian’s guidance might have steered her toward a better mortgage and a more practical home for her growing family. Radio spots and three Out-of-Home executions continue the theme, offering playful, high-impact twists on beloved tales to show how a better financial journey can reshape life’s milestones.

The production, led by director Tom Noakes through Business Club, leans into the contrast between imagination and realism. Two full-size shoe set builds were constructed for filming, alongside richly illustrated storybooks developed with Curious Productions to bridge the line between fantasy and the modern financial world. The resulting aesthetic gives the campaign a distinctive texture that stands apart from the typically muted palette of the financial services sector.

Music also plays a central role in bringing the narrative into the present. Composer Tom Caruana of Wake The Town partnered with rap artist and musician Meduulla, who voices the ad and adds a contemporary cadence to a centuries-old rhyme. The track reinforces the campaign’s ethos that financial empowerment is not just for the privileged or the financially fluent — it is for anyone navigating the pressures and aspirations of today.

With “Better Your Story”, Experian is making an ambitious strategic and creative swing: injecting levity and hope into an industry that sorely lacks both, while positioning its tools not just as scorekeepers but as catalysts for progress. Whether consumers respond to that optimism remains to be seen, but Experian has succeeded in doing something rare in financial services — starting a new chapter.