Nationwide, the UK's largest building society, sought to motivate employees to promote innovation within the company in order to fulfil a lofty efficiency target. We looked through Nationwide's archives for ideas and came across Arthur Webb, a trailblazer who pushed for innovation and led the Society through two World Wars. Arthur Webb's most notable physical feature was his imposing moustache. This moustache served as a visual cue, first appearing in the “I am Arthur” film and then reappearing throughout the campaign as a golden creative thread.