Small-Minded Banking / First Commonwealth Credit Union / BRAND CAMPAIGN

If the banking family is old money, then the credit union is the black sheep of the family.

Building on the simple, yet provocative idea of “small-minded banking”, we wanted to talk about the perils of grow-at-all-cost capitalism without getting caught in the big dumb culture war. Dysfunctional families, now that’s something we all have in common.

The core of the brand position was a commercial spot that had different cuts in different contexts across digital media and TV, but all serving the same goal: introduce the market to an alternative way of banking and make First Commonwealth the face of small-minded banking.

• campaign strategy
• brand concept
• message testing
• commercial production