OneMain Financial: Lending Done Human by FCB & New York

Date: Apr 2018
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OneMain Financial, a personal lending company, is launching its first ever branding campaign. 'Lending Done Human' speaks to the company's key differentiator from its competition – their loan specialists.

Created by FCB, New York, with communications strategy and media led by Noble People, the campaign focuses on the company’s dedication and commitment to delivering responsible, transparent and respectful service to each and every one of their customers. With more than 10,000 team leaders at over 1,600 location throughout 44 states, OneMain team leaders help customers resolve their financial needs face-to-face.

The broadcast and radio campaign features open exchanges between OneMain loan specialists and their customers. As they help their customers, a larger than life, heroic voice interjects, positioning the specialist as a superhero. The stories ultimately make the point that although what OneMain offers in the world of lending may seem extraordinary these days, for them, it's business as usual and has been since 1912.


Agency: FCB, NY

Chief Creative Officer: Ari Halper

Executive Creative Director: Gary Resch

Group Creative Director: Gabriel Schmitt

Creative Director: Luciana Cardoso

Associate Creative Director: Berto Santana

Group Strategy Planning Director,SVP: Raig Adolfo

Director, Account Management, EVP: Alec Cocchiaro

Group Account Director, SVP: Nichelle Sanders

Account Director: Irina Shlafman

Client: One Main Financial

SVP, Chief Marketing Officer: Kim Wijkstrom

VP, Marketing: Kate Gilmer

Brand Manager: Irene Thompson

Production Company: O Positive Films

Director: Spencer Riviera

Executive Producer: Ralph Laucella

Line Producer: Devon Clark

Editorial: Mackenzie Cutler

Executive Producer: Gina Solon

Editor: Ryan Steele

Assistant Editor: Devon Flint

Executive Producer: Sasha Hirschfeld

Producer: Margarita Music

Color Correct Company: Company3

Colorist: Tim Masick

Conform Company: Schmidgital

Music: JSM

Producer: Joel Simon

Sound Design/Audio Mix: Heard City

Sound Engineers: Phil Loeb and Evan Mangiamele

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