BB&T Brand Campaign
Brand campaign for Top 10 U.S. bank and financial services provider
BB&T is a national top 10 financial institution that needed rebranding in the wake of the financial crisis. My team developed a conceptual strategy focused on the bank's 140-year history of independent thinking. The settings (airport, mall, city street, suburban neighborhood) are intentionally familiar, but the twist here is the way the heroes and heroines move in their own direction, against the crowd. They are confident in their financial decisions and empowered by the knowledge that BB&T is uniquely qualified to share. The campaign was featured in Adweek, praised for creatively tapping into the mindset of retail consumers and small business owners. Online display ads further reinforced the concept of clients traveling their own financial path.
