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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.

OneUnited Bank Visa Debit Card Video Advertisement by C&I Studios Debit card from Visa

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.

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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

OneUnited BTS 1 Advertising Agency in Fort Lauderdale African American man talking to a group of people
OneUnited BTS 2 OneUnited BTS 2 Advertising Agency in Fort Lauderdale Group of people in front of a mural
OneUnited BTS 3 Advertising Agency in Fort Lauderdale Group of people in front of a mural
OneUnited BTS 5 Advertising Agency in Fort Lauderdale Group of people running in front of a box car with a video cameraman amongst them.
OneUnited BTS 6 Advertising Agency in Fort Lauderdale Group of people running in front of a box car with a video cameraman amongst them
OneUnited BTS 7 Agency in Fort Lauderdale Group of people posing for the camera
OneUnited BTS 8 Advertising Agency in Fort Lauderdale Video cameraman taking video of a group of people
OneUnited BTS 9 Advertising Agency in Fort Lauderdale Video cameraman taking video of a group of people
OneUnited BTS 10 Advertising Agency in Fort Lauderdale Group of people running with a video cameraman amongst them.
OneUnited BTS 11 Video Production Fort Lauderdale Group of people running with a video cameraman amongst them
OneUnited BTS 12 Advertising Agency in Fort Lauderdale Closeup of video cameraman adjusting video equipment
OneUnited BTS 13 Video Production Fort Lauderdale Closeup of video production crew
OneUnited BTS 14 Advertising Agency in Fort Lauderdale Video cameraman taking video with assistant behind him
OneUnited BTS 15 Advertising Agency in Fort Lauderdale Video cameraman using video equipment
OneUnited BTS 16 Advertising Agency in Fort Lauderdale Video cameraman using video equipment
OneUnited BTS 17 Advertising Agency in Fort Lauderdale Group of protesters with one holding a bunch of placards
OneUnited BTS 18 Advertising Agency in Fort Lauderdale Group of protesters with one holding placards
OneUnited BTS 19 Advertising Agency in Fort Lauderdale Group of protesters being filmed by video cameraman
OneUnited BTS 20 Storytelling Videos Group of protesters being filmed by video cameraman
OneUnited BTS 21 Advertising Agency in Fort Lauderdale Protester being filmed by video cameraman laying on the ground
OneUnited BTS 22 Advertising Agency in Fort Lauderdale Closeup of protester being filmed by video cameraman laying on the ground
OneUnited BTS 23 Advertising Agency in Fort Lauderdale Protester laying on the ground
OneUnited BTS 24 Advertising Agency in Fort Lauderdale Closeup of protester laying on the ground being filmed by video cameraman
OneUnited BTS 25 Advertising Agency in Fort Lauderdale View from behind of protester being filmed by video cameraman laying on the ground
OneUnited BTS 26 Advertising Agency in Fort Lauderdale Protester being filmed by video cameraman sitting on the ground with group of people behind him
OneUnited BTS 27 Advertising Agency in Fort Lauderdale CI Studios staff member smiles at video cameraman
OneUnited BTS 28 Advertising Agency in Fort Lauderdale CI Studios staff member smiles standing next to video cameraman
OneUnited BTS 29 Advertising Agency in Fort Lauderdale CI Studios staff member smiles next to video cameraman
OneUnited BTS 30 Advertising Agency in Fort Lauderdale Video cameraman filming a group of people
OneUnited BTS 31 Advertising Agency in Fort Lauderdale Group of protesters holding placards
OneUnited BTS 32 Advertising Agency in Fort Lauderdale Group of protestors holding placards
OneUnited BTS 33 Advertising Agency in Fort Lauderdale Group of protesters holding placards being filmed by a video cameraman
OneUnited BTS 34 Advertising Agency in Fort Lauderdale Group of protestors holding placards being filmed by video cameraman
OneUnited BTS 35 Advertising Agency in Fort Lauderdale Group of protesters holding placards
OneUnited BTS 36 Advertising Agency in Fort Lauderdale Group of protesters holding placards and tiki torches
OneUnited BTS 37 Advertising Agency in Fort Lauderdale Group of protesters holding placards and tiki torches
OneUnited BTS 38 Advertising Agency in Fort Lauderdale Group of protesters on display on a monitor
OneUnited BTS 39 Advertising Agency in Fort Lauderdale Group of protesters holding placards
OneUnited BTS 40 Advertising Agency in Fort Lauderdale Group of protesters holding placards
OneUnited BTS 41 Advertising Agency in Fort Lauderdale Group of protesters
OneUnited BTS 42 Advertising Agency in Fort Lauderdale Group of protesters being filmed by video cameraman
OneUnited BTS 43 Advertising Agency in Fort Lauderdale Group of protesters with one holding sparklers
OneUnited BTS 44 Advertising Agency in Fort Lauderdale Group of protesters with one holding red and yellow color smoke cannisters
OneUnited BTS 45 Advertising Agency in Fort Lauderdale Group of protesters holding placards
OneUnited BTS 46 Advertising Agency in Fort Lauderdale Group of protesters holding placards with one holding red and yellow color smoke cannisters
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