Brief

Western Union International is launching the first global campaign for its Money Transfer service. The push, devised by the London office of DMB&B, will be shown in more than 40 countries. The first TV ad in the campaign,called ‘Loved Ones’, will air during the Bulgaria versus Nigeria World Cup match on June 19. It underlines the emotional link between the person who is sending money and the person receiving it – illustrated by a photograph of loved ones back home, carried in the sender’s wallet. The voiceover says: ‘It’s like putting the money in their hands yourself.’ Print and poster ads will also use the idea of a wallet containing a photo of loved ones at home, plus the headline: ‘Trusted by the world to send money home.’

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