Union Bank, N.A., introduces Banking by Design, a new product enabling customers to pick and choose features they want in their checking account they want, and those they do not, putting the customer in control. In a first-ever campaign to support the product debut, San Francisco-based ad agency Eleven, launches Commercial By Design, inviting everyone to unleash their inner madmen spirit and create a broadcast quality ad: http://commercial.bankingbydesign.com/. The program features numerous comedy-driven scenes, and each scene enables users to create over 40,000 custom combinations of one commercial. Users will then vote on their favorite commercials. And the winning commercials will be selected for an on-air televised broadcast in 2013.
Mike McKay, Chief Creative Officer, Eleven, stated, “Letting users create a customizable commercial for Union Bank’s customizable checking account, made nothing but sense for this campaign.”
Eleven’s creative team tapped a wealth of industry commercial talent including animators, developers, and creative technologists, who together, created the modular film and the various elements that comprise a commercial – scenes, music, title cards – to ultimately create the commercial generator tool. The program even required the building of a server to host all the clips, creatively shot to allow for seamless editing as people design their own commercial. Eleven tapped production house B-Reel for the Commercial By Design program. The campaign also includes online, digital, social, print and radio elements.
Client: Union Bank, N.A.
Campaign: Commercial By Design
Location: San Francisco
Chief Creative Officer: Mike McKay
Creative Director: Rob Price
Copywriter: Aryan Aminzadeh
Art Director: Eugene Kam,
Senior Digital Producer: Michael Huntley
Broadcast Producer: Lindsey Wood
Digital Producer: Chris Caceres
Digital Producer: Jeff Macke
Senior Print Production Manager: Pauline Aguilar
Production House: B-Reel