Banner Bank
Prove me wrong and
When Banner Bank sought a new AOR to help breath life into their aging brand, they reached out to CMD. Banner's roots date back to 1890 and their RFP read like a passage from a marketing text book — their success was built upon unparalleled customer first service and hometown values... going the extra mile... loyal, lifetime and milti-generational customers... blah blah blah.
I was skeptical. Isn't this the same story every brand believes about their services? If we were serious about helping Banner, it was our responsibility to uncover cracks in their brand. Right?
Leading up to the pitch, I sent a producer and video crew on the road to visit the bank's branches in Washington, Idaho and Oregon to interview their tellers and representatives. The exersise was meant to either validate my skeptisism or bring back documented proof that Banner Bank was who they said they were and prove my instict wrong.
I was proven wrong. Dead wrong, in-fact. Banner Bank was every bit the company they claimed to be and more.
A little love goes
a long way.
My team and I set out to build upon Banner's humble messaging and bring the brand into a broader, more gentrified light. As part of the pitch, we created ads to elevate the bank's rural image while retaining the foundation that made them the small town bank that few had heard of but everyone loved. We created some top-line brand standards and messaging as part of our pitch to show them that we were as commited to their business as they were.
Role
Creative Director
Agency
CMD
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