David Blecken
Oct 2, 2018

A loan company with a heart (in its advertising at least)

Aiful's odd, original sense of humour sets the brand firmly apart from just about everyone else in the financial services category.

Aiful's odd, original sense of humour sets the brand firmly apart from just about everyone else in the financial services category.

It’s not often that you see loan companies take communications seriously unless they’re telling someone to cough up, but Kyoto-based Aiful is one that does. Regardless of what you might think of the sector, the firm’s branding work deserves special praise.

Aiful, whose name is a mash-up of Japanese and English that means full of love’, this week released its latest installment of a campaign that began six months ago.

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