It wasn't a competition to see how much you could fit into the banner. It was for a website targeted at over 55s so the simplicity of the image integration of this one was most suitable. The image selection for this one was spot on and well executed. The text left a lot to be improved but I liked the way the logo was put in the middle to establish the brand name rather than just the name of the website. The two word sets were 'responsible' and 'equity release' and this is one of the only entries that separated these two nicely with emphasis on both sets. A complicated banner is very difficult to integrate to a website as, for me, it tends to take main stage and make everything else on the site look simple and underdone. Because the site needs to be simple, the banner needed to be simple alongside it. Just giving you some feedback from the perspective of marketing. All of the entries were technically very good but some of them could have been made for any website and I don't feel they took into account the target demographic.