First Citizens Bank

PRIDE CAMPAIGN

 

 

First Citizens, our founding client, has long been known as a bank that puts a real premium on building long-term relationships with its customers. If you talk to those customers, you’ll hear great stories about the help First Citizens bankers and other associates give above and beyond expectations and the friendliness, warmth and respect the brand delivers year in, year out.

In 2017, we decided to put First Citizens’ greatest asset at the heart of their advertising. That would be those associates. Our approach? Don’t put any words in their mouths. Instead, let them share what they think is special about the way they and their colleagues keep First Citizens’ Forever First promise on a daily basis.

Unscripted, authentic, from the heart.

We created three waves of television for this campaign. And have had the privilege of working with two excellent directors who brought along deep experience in documentary-style advertising: Errol Morris (yes, that Errol Morris) and Jonathan Yi. Two directors, two different ways of digging into the memories and feelings of their subjects . . . and a body of work we think brings you into the heart of the First Citizens brand.

Also working on this campaign have been editors Igor Kovalik and Charlene Dwyer. And, as always, our friends at Ron Rose Milagro who handled all sound mixing (Russ Fitzpatrick) and final post work (Christiaan Meyer) to make the film sound and look its best.

But the Pride campaign didn’t stop with television. We spent the better of a year visiting key markets and capturing portrait photography of First Citizens associates to use in print, out-of-home, point-of-sale, digital, social and collateral. Creating a seamless envelope to wrap around all our campaign visuals. In all, we photographed some 150 plus First Citizens people.

And when we say “we,” we mean “we.” This was one of those Factory projects where we handled all the photography ourselves … making it cost affordable to create a large library of images to use for several years to follow.

POINT OF SALE

TELEVISION

 

 

 

 

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