Investing has undergone a cultural shift in the UK. Scams are surging, people are overconfident, and £billions are being lost. To help combat the issue the FCA dropped a 7ft seal for their ‘Firm Checker’ tool launch. ‘Seal the Deal’ turned a dry safety check into a humorous moment, with Emil the Seal popping up exactly when people were about to invest, cutting through the moment with a slippery seal slap to snap them out of complacency.

The message was simple: check before you click. And it landed — driving a 338% spike increase in Firm Checker use, massive reach, and, most importantly, making verification a reflex in the heat of the moment.