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By Jennifer Faull, Deputy Editor

September 13, 2013 | 1 min read

For the first time since the merger with Merrill Lynch, Bank of America has introduced an integrated, international campaign highlighting the strength of the merged company.

Devised by WPP’s The Brand Union, the campaign is for the global banking and markets (GBAM) division and consists of three TVCs spots with support from print, digital, social media and as an activation on Bank of America's Times Square billboard. The campaign runs with the tagline: "the power of global connections".

The first ad, ‘New Fire’ was shot on location in Mozambique, where Bank of America Merrill Lynch is working with CleanStar Venures, a company it recently entered into multi-million dollar carbon finance agreement with.

The second ad, titled ‘Liquid Assets’ features, a company working to bring safe water to people who lack access.

A third spot, ‘Human Capital’ focuses on BAML's general capabilities.

Starcom MediaVest handled the planning and buying for the campaign.


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