LET'S BE REAL
Problem
Credit unions are known for community values but rarely seen as serious competitors to major banks. People respect them, but don’t consider them first.
Insight
People often say they choose credit unions for shared values because it sounds good, but in reality, they choose banks for practical needs first. Values help justify the decision publicly, but utility is what makes it happen.
Solution
This campaign reflects how financial decisions are actually made: logic first, emotion second.
We shared different versions of the message across the city on billboards, posters, print ads, display ads, and social media, rotating them regularly to highlight different benefits of Affinity and speak to what really matters to people when they chose their banking solution.
Credits:
Creative Director/CW: Drew Sebesteny
Art Director: Danaë Pimentel Dos Santos
Video Production & Photography: Barbershop Films
Marketing Specialist: Brian Pham
Account Director: Shannon Dale - Michelle Young