The Drum Awards for Marketing - Extended Deadline

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By Laurie Fullerton, Freelance Writer

January 25, 2016 | 3 min read

A brand refresh is underway this week with the launch of the 'Power of Possible' campaign at U.S. Bank; which features clever and sophisticated videos produced by Emmy award winner Nicolai Fuglsig that tell individual stories of dreams fulfilled and what is possible to achieve.

The new campaign was launched this week by U.S. Bank, the fifth largest commercial bank in the U.S. after an extensive look at the companies visual identity and brand positioning strategy. It will feature television, out-of-home, print, digital, social and radio advertising, and new brand materials at more than 3,000 U.S. Bank branches.

Working with U.S. Bank’s brand agency of record Little & Company, as well as partnering with Carmichael & Lynch, the 'Power of Possible' campaign not only illustrates how U.S. Bank can help consumers and businesses achieve their financial goals and objectives but it effectively personalizes the brand.

“It’s an emotional thing when you interact with a bank, because you’re usually there for something that really matters to you,” said Marty Senn, Carmichael Lynch’s chief creative officer. “So along with our partners at U.S. Bank, we wanted to develop work that reflected that emotion and that relationship, which isn’t just about transactions but championing people’s idea of what’s possible in their lives.”

A sample of the new campaign features videos directed by the two-time DGA and Emmy award winner, Nicolai Fuglsig. The video “House” begins with an empty field and the video “Restaurant” starts in an abandoned machine shop. Its visual effects are excellent where the individuals in 'House' climb non-existent stairs or put a tablecloth over an empty space and light a non-existent candle creating a table for two out of thin air in 'Restaurant.' The images of an actual home or restaurant do not become clear until the last second of the video when the new home and restaurant emerge and the dreams become reality. They are effective short videos, and the message is clear. What begins in their imagination ends with the realization of their goal, with U.S. Bank being there along the way.

"We’ve unified how we communicate and meet the changing needs of our customers, how we deliver our products and services and engage with our communities," said Kate Quinn, executive vice president, chief strategy and reputation officer of U.S. Bank. “This campaign demonstrates how we are working to help our customers build healthy, prosperous and successful financial futures.”

Elements of the brand campaign can be found at www.usbank.com under the “About U.S. Bank” section.

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