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Citizens Bank

The year was 2010. We had just been through the worst financial disaster since the Great Depression. How do you create a campaign for a bank in this hostile environment? By reminding people why banks were created in the first place. The line, "Good Banking is Good Citizenship" laid the foundation for rebuilding trust. Alexander Hamilton —who created banking— did the rest of the work. (Yeah, we discovered him before Broadway). Results: home equity sales were 3x higher in advertised vs. non-advertised markets, and mortgage sales rose 40% in these same advertised markets. A great uptick in a dodgy market.

Project Roles
Art Director, Copywriter, Creative Director, Director
Company
Ogilvy
Skills
Art Direction, Comedy, Commercial, Copywriting, Creative Direction, Digital, Broadcast, Conceptual, Content, Experiential, Humor, Integrated, Mobile, New Business, Radio, Retail, Scripting, Social, Storyboarding, Strategy, TV, Game Design
Media
Commercials - Broadcast, Brand Films, Brand Guidelines, Branded Content, Case Study Videos, Commercials - Radio, Commercials - Video, Logos, Manifestos, Microsites, Mobile Apps, Mood Boards, Pitch Decks, Portraits, Posters, Presentations, Social Media Content, Social Media Copy, Storyboards
Project Industries
Finance, Non-Profit, Retail
Citizens Bank
Citizens Bank
Citizens Bank
Citizens Bank
Citizens Bank
Citizens Bank
Citizens Bank
Collaborators