Born Here

Client: Beneficial Bank

The objective of this brand campaign was to set Beneficial apart from their big bank competitors as the bank that authentically owned the region’s character. And, as the only bank that could credibly claim the highly local tone of voice of their products and services. We infused all of that local character and business philosophy into an omnichannel campaign that included broadcast, OOH, print, digital and radio.

Doing the right thing by their customers was more than just a campaign slogan. Beneficial believed the more financial knowledge they shared with their customers and community, the more they can help them grow and succeed. The creative direction and tone of voice, of not just this campaign, but the entire brand identity, was friendly and approachable.

After the launch of this successful campaign, commercial loans were up 3.5%, commercial deposits were up 8.5% (nearly 40M) and share price rose nearly 25%.

Role: Senior Art Director

Responsibilities: concept development, creative and art direction, design, production art direction, post-production creative lead,

Agency: BouchezPage
Production: Durango Effect
Editorial: Durango Effect
Media: Harmelin

Broadcast

"Born Here" :30

"Born Here" :60

"Born Here" :30 B Version

OOH

Print

Campaign Messaging 2.0 - Homecoming

Building on the success of the “Born Here” campaign, we were challenged with producing broadcast TV for the next 2 years that expanded the definition of what it means to be a local bank, through Beneficial’s commitment to making Philadelphia a better place to live, work and raise a family.

This "Homecoming” campaign celebrated Beneficial’s integrity as a local bank through their continued promise to do what’s right by keeping customer’s money in their much-loved community. This campaign even included a special message to the Birds, with a regional Super Bowl buy in 2018.