Liberty Bank

Be Community Kind

The project






Our client Liberty Bank has a stated vision to "build the community bank of the future". So we did qualitative, quantitative and secondary research to better understand what that means to customers. And you know what? While it's important for a community to have a locally focused bank that’s big enough to help all customers but small enough to hear them, the core emotion of “kindness" spiked as something people want and this bank embraces. “Be Community Kind” reflects the importance of community, the power of kindness, and the obligation we all have to pass kindness along whenever possible. Our debut campaign showcases the ripple effect of kindness and spans TV, OOH, in-branch, paid/organic social, web landing page and will include experiential.