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Homestreet Bank Super Bowl Campaign


Wexley School For Girls launches new brand campaign

Homestreet Bank Super Bowl Campaign


Imagine a bank, a seasoned financial institution and respected pillar of the community for over 92 years.  Now, imagine that bank was also a place with the comfort and friendliness of home – except it’s not just your imagination, it’s real. It’s HomeStreet Bank. Once just another quiet community bank, today HomeStreet and Wexley School for Girls are showcasing an all-new brand campaign launched during the Super Bowl. The campaign defies category convention and breaks down bad bank stereotypes by illustrating an idea inspired by research done with HomeStreet’s existing customers, that “there’s no place like HomeStreet.”  HomeStreet Bank continues to be an approachable and trustworthy full service community bank, but with a modern look and feel. It’s a far cry from ho-hum banking.
To kick off the transformation, Wexley started with HomeStreet Bank’s first ever TV campaign featuring two :30 second spots that aired during the Super Bowl in the Seattle and Portland markets. The spots feature a HomeStreet banker as more than just another anonymous suit; he’s also a friend.  Whether it’s having your back in a bar fight or taking on a crew in a dance battle, there’s an unexpected partnership between banker and client.
In addition to the commercials, Wexley has developed both traditional and non-traditional tactics to bring the campaign to life in Seattle, Portland and Hawaii including billboards, print ads, radio, and digital ads. The campaign features simple, playful sayings like “The Bank You Can Bring Home to Mom” or “Open a Relationship Today” keeping in mind the idea of forming a relationship between banker and customer. The ads also use the bank’s new visual icons, blue brackets throughout the advertising to represent a simple brand with little clutter in their messaging. 
Non-traditional tactics will be used in HomeStreet’s key markets to engage consumers in a personal, one-on-one way. Setting up a custom-designed 14-foot safe in high-traffic commercial areas and joining neighborhood parades in the form of a HomeStreet marching band are just a few examples of new and surprising ways this bank will reintroduce itself to the neighbors. All these features show customers that this bank is not the average corporate bank; it’s home.
Overall brand:
Director: Ian Cohen, Todd Grant
Copywriting: Matt Kappler, Ian Cohen
Art director: Stevan Chavez, Todd Grant
Design: Lindell
Producer: Aylin Koker
Account Director: Amber Askins
Account Supervisor: Stacey Kryman
Account Manager: Annie Richards
Account Coordinator: Josh Brewer
Media planning/buying: Merlino Bauer Media
Director: Ian Cohen, Todd Grant
Copywriting: Matt Kappler, Ian Cohen
Art director: Stevan Chavez, Todd Grant
Producer: Aylin Koker, Jay Howard
Account Director: Amber Askins
Account Manager: Annie Richards
Production Company:    Imperial Woodpecker                                                                
Director:       Peter Martin                                                                      
Director of Photography: Corey Walter      
Executive Producers:   Doug Halbert, Charlie Cocuzza
Producer: Candace Tomarken                                                                                                    
Editor – Morgan Griswold
Sound – Scott Weiss, Pure Audio
Music – Squeak E. Clean Productions
Color – Jeff Tillotson, Lightpress
view more - Creative
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Genres: Comedy, People

Categories: Finance, Banking, Mon, 04 Feb 2013 16:35:08 GMT