Get the card... Bank BLACK.
OneUnited Bank, the nation’s largest FDIC insured black-owned bank, came to us before the launch of their new Visa debit card. They asked for narrative-driven media accessible on multiple marketing channels.
We created dual campaigns aired simultaneously. The first being a radio ad on Sirius XM satellite radio. The Second, a video ad aired exclusively on Hulu, which could be repurposed for digital, email and social media marketing.
The Challenge
To connect with OneUnited Bank’s audience, we needed to tell a story that was grounded in heritage and legacy. This emotional bond was essential in inspiring viewers to take action and Bank Black.
The primary hurdle was representing, supporting and uplifting the black community with strong imagery and relatable language. We had to show that the obstacles the black community faces every day are shared and the goals they strive for are achievable. Because they are.
These everyday struggles are very real, as are the victories. We chose to showcase the adversity that black men and women face and overcome every single day in America. We made no attempt to dilute the message by tip-toeing around innuendo. Instead, we focalized these harsh truths, telling them from the perspectives of two individuals at different phases in their lives.
In the end, we created a strong, bold, an unapologetically black statement.
The client expressed how pleased they were in the way we showcased the notion of “banking black” and what that brings to the black community as a whole: that banking with OneUnited means supporting a growing league of black-owned businesses. In this, we showed how thoughtful, interconnected banking and spending habits serve to empower the next generation of Kings and Queens in America.
Behind The Scenes
