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Do You Know 'What Know-How Can Do'?



The VIA Agency launches campaign for People's United Bank

Do You Know 'What Know-How Can Do'?


Do you know “What know-how can do?” People’s United Bank, in partnership with The VIA Agency, is launching a new integrated campaign to continue to elevate this core brand message and help the bank expand its New England roots to make an impact in the competitive New York and Boston markets.

Two new brand spots focused on commercial banking and wealth management communicate the bank’s breadth of services and how its know-how can help people through any stage of life and businesses of all types and sizes. The two spots feature bank employees walking seamlessly through various home and business scenarios, each starting and ending in a People’s United Bank branch – and each illustrating the energy and smart thinking offered to their customers.



The :30 TV spots will begin airing broadly in key markets including New England, New York and Boston starting this week. Additionally, 16 customized :15 “Know-how Moments” are running through December during Boston Bruins and Red Sox games on NESN for a total of 650 airings. These spots will depict times when coaches and players made savvy calls – exhibiting their “know-how.” Complementary print, digital and OOH advertisements are also running across the bank’s footprint in New York and New England.



Creative Agency: The VIA Agency

Creative Director - Ron Clayton

Associate Creative Director, Writing - Chris Jacobs

Associate Creative Director, Art - Chris Avantaggio

Associate Creative Director, Art - Chad VanderLugt

Art Director - Pete Miller

Producer - Jennifer Klumas

Group Strategy Director - Dan O'Donnell

Account Supervisor - Ashley Bamman

Production Company: Moxie Pictures

Director - Lena Beug

Executive Producer - Karol Zeno


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