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 individual 20 second vignettes were scattered throughout the same commercial break, essentially taking over the entire break. 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 Direction
Art Direction
Creative Director: Mark Andersen
ACD / Art Director: Brian Hurley
Copywriter: Jim McLarty
Producer: Joelstill Saint John
Director: Greg Kohs
Editor: Dave Henegar
