Bank of America wanted a new campaign to run in all of their US financial centers. Our research showed that client engagement was higher when seeing creative that featured real people, and we saw an opportunity to feature actual Bank Associates.
We started with a 2-day photo shoot that highlighted 21 associates from across the country. With the assets from the shoot, our team developed over hundreds of elements to be used in thousands of Bank locations. The result: an award-winning integrated campaign that left our clients and their top leadership deciding to extend the campaign and expand it into their social channels.
CREATIVE DIRECTION
The shoot took place over two days and included photos + videos. I worked closely with the photographer and his team, as well as helping the clients to feel a part of the process.
Our team created a broad range of shapes and sizes for the interior print work. Localization was also taken into consideration as we were sure to feature specific associates from the area where the branch was located.
We created a few different short-form videos for this campaign: One that featured a diverse group of associates and ended by featuring one of them - again keeping localization in mind. Plus spots that featured either a specific Merrill Advisor or a specific Bank Associate. The playlists were uniquely customized to ensure accurate localization.
Bank exteriors all across the country were suited with bold printed graphics to make sure these real-life associates were front and center.
Click here for a video to see a comprehensive collection showing the full range of work I’ve helped create for Bank of America.