When the worst banking crisis since the Depression began in 2008, we were asked to launch a new one. It was probably the worst time to ever launch a bank, because well, everyone hated them.
So we built the brand on being straightforward and honest. Our campaign illuminated shoddy everyday banking practices, while punking some poor kids in the process. Everything was filmed for real, using an improv actor and kids off the street.
Role: Art Director @ BBH NY Made with: Jared Elms, Caprice Yu, Tim Geoghegan, Kevin Doyle, Rob Rasmussen Director: Hank Perlman