Fifth Third bank had a great story to tell. They take the time to learn their customers’ goals and tailor the right solutions to fit their needs. Trouble was, it was a story many banks have told, for hundreds of years.
To breathe new meaning into this positioning, we set out to prove their focus on individuals in an unusual way. In television, we told a shared story of sacrifice from three unique perspectives. These separate spots were spread throughout the same commercial break, essentially taking the entire break over. Light projections and out-of-home installations further drove the point home in remarkable ways.
The campaign was a success, growing business at a time when other banks around the country were shuttering their doors. The out of home executions also received recognition by the ADDYs and the AdFed Show.
|Creative Director:||Mark Andersen|
|ACD / Art Director:||Brian Hurley|