BANKING | Brand campaign

Background

CommunityAmerica Credit Union is a member-owned financial services institution based in Kansas City.

Challenge

Callahan Creek was charged with developing a promotional campaign for CACU's home equity line of credit that converted existing credit union members and attracted new ones with a competitive rate and relatable messaging.

Solution

I led, designed and produced a campaign based on three characters that fit the target demographic. We imagined what they might spend their loan money on—from an elaborate pink paint job on a house, to a snazzy garage makeover to a home theater man cave—and produced direct mails, a landing page, eblasts and an animated spot that played on plasmas above the teller windows and in HyVee grocery stores.

Art direction and design // Chris Ralston    Creative direction // Tug McTighe
Writer
 // Nick Kinney    Photographer // Ron Berg