Changing the face of TCF Bank
This project began as a checking account campaign until we quickly realized that TCF Bank had some serious issues with their image getting in the way of new accounts. People hated them. So, we set out on the quest to humanize them. To make them approachable and caring. A bank that wants and listens to your input to make your entire banking experience better and make it okay to open a checking account. Surprising, especially coming from TCF. That was our linchpin for this campaign.
Tactically, we utilized "Vine" videos 2 weeks after it launched and self produced much of the content in an effort to "underproduce" the videos and encourage input and the 2-way conversation. This started online but needed to continue in branch, OOH, TV and radio as well to show commitment and sincerity.
I was the GCD on some of the initiatives and CD/AD on others. This was a huge leap for them and got us invited to pitch the business.
Agency: Hunt Adkins • AD/CD: Glenn Gray • CW: Dave Keepper • Design: Brooke Ekelund • CD: Doug Adkins
Self-directed, homemade video created on the lunch table at Hunt Adkins using a couple thousand stills. Meant to look like anyone could make it and encourage entries. Volt helped shoot, color correct and edit all the pieces in partnership.
TV spot for TCF Bank that directs people to the microsite aimed at interacting with customers to let them know that TCF is truly interested in hearing from their customers in order to make the experience better. And, yes, we were inspired a bit by Bob Dylan.