This large portfolio of financial marketing initiatives covers 19 projects from banks and credit unions around the world, including 32 illustrations, 9 videos and a few online advertising examples.

Rabo Plus – Sex Appeal

World-renowned ad agency Ogilvy came up with this racy spot for RaboPlus (now RaboDirect) and their 8% term deposit back in 2007. The Australian Advertising Standards Authority rejected a complaint accusing the bank of using sex in a gratuitous manner. Australian law prohibits advertisers from portraying people in such a way as to use sex appeal simply to draw attention to an unrelated product.

RABOPLUS – MY NUMBERS CHANGED

Ummm, what does a gorgeous woman getting dressed have to do with an 8% term deposit?

Pacific Service Credit Union – Postcard PURLs

This postcard campaign utilized PURLs (Personalized URLs) — custom, personalized websites unique to each addressee, such as www.SarahCeccin.goPSCU.com as shown in the example. The design style is decidedly unstuffy.

PACIFIC SERVICE CREDIT UNION – PURLS
The credit union offered a $50 iTunes gift card with new checking accounts.

Umpqua Bank – Welcome Gift

To promote the grand opening of its latest branch, Umpqua Bank sent a street team out to deliver small plants to people’s doorsteps. The lead message on the note: “It’s not every day that you get something nice from a bank.” This was accompanied by an invitation to the branch “to say hello, pickup a free bag of Umpqua Blend coffee and bank like you live.”

UMPQUA BANK – WELCOME GIFT

The houseplant delivered to houses announcing Umpqua’s newest location. The little round card stuck in dirt includes a map to the branch. The plastic plant marker includes the contact info of the business where the plant was purchased.

FirstBank – Kiddy Treadmill

TDA Advertising & Design came up with this clever airport ad. A round, plexiglass poster with the headline, “Tire your kids out so they sleep on the plane,” rotates 360°. Kid-sized handprints appear three-and-a-half feet above the floor. Above them, the instructions, “Have children place hand here.” The signboard makes one revolution every 30 seconds. The advertising is intended to “amuse and befriend” traveling parents, the agency said. It’s a great example of how consideration should always be made for the media and context in which an ad run.

1STBANK – AIRPORT KIDDY TREADMILL

Eaton Family Credit Union – Credit Unions by the Numbers

Credit unions bicker all the time about what a national campaign might look like in their industry. It’s a red herring. This simple video captures much of what credit unions could be communicating in a collective, cohesive, coordinated nationwide campaign, and does so in a mere 51 seconds. The data presented here is much more compelling and relevant to consumers than the oft-recited touchy-feely themes preached by the movement’s more devout clerics. This is what you call “bottom-line marketing.”

EATON CREDIT UNION – CREDIT UNIONS BY THE NUMBERS

Eaton Family didn’t make this video, but it sure makes an effective, logical case to join a credit union — any credit union. Would it be better with a different soundtrack?

People’s Trust Credit Union – Flash Annual Report

The credit union made an online, interactive, animated cartoon of its 2009 annual report. More people would read annual reports if they were like this (i.e., less dull). For dry financial data, this Flash-based presentation is about as fun as it gets…that is, without undermining the institution’s message or sense of professionalism.

PEOPLE’S TRUST – FLASH ANNUAL REPORT

Key members of the credit union’s senior leadership have been turned into cartoon characters in this interactive annual report. There’s also a cool bonus feature: The website and all of its animations are fully scalable.

Commonwealth Bank – We Return Phone Calls

The Australian banking giant adopted a distinctive story-telling concept along with a new style of black-and-white imagery earlier in 2010. In its latest TV spots, the bank promises to call its customers back (which has some Aussies rolling their eyes with a sour “whoopty doo”), and then takes a stab at humor with a talking dog. It seems like Commonwealth has yet to strike the right chord in its relationship with an American ad agency. Via: The Saatchi Daily Banking Blog.

COMMONWEALTH BANK – CALL YOU BACK

One blogger asks, “Is this what it’s come to? Have banks gotten so arrogant in their lack of service that just returning a phone call when promised is something that separates you as different?”

La Capitol – New Brand Look

Third Degree Advertising developed this new brand identity for La Capitol FCU (pronounced “lah CAP-ah-tul”) in Louisiana, using the tagline “Together We Thrive” (which, coincidentally, is the same slogan recently chosen by another credit union). The new look is comfortingly traditional. The website doesn’t look like it’s got its makeover yet though.

LA CAPITOL – NEW BRAND IDENTITY

LA CAPITOL – BRAND VIDEO
Third Degree created this brand video, and a condensed it into a :30 version for TV.

Umpqua Bank – Sale

Umpqua Bank, perhaps the most retail savvy financial institution in North America, has been pushing its summer sale hard in an aggressive online media campaign. Banner ads appear on nearly every major news and finance website when viewed by people within its geographical region. Keep your eyes on this Oregon-based bank; they are always one to watch.

UMPQUA BANK – SALE

When was the last time your financial institution had a sale? What’s the sale for? Who cares? Consumers will click on anything if they think they’ll get a bargain.

Chase – Picture Perfect Wedding

Chase exploits the stereotypical, white, suburban “dream wedding” in this Flash-based ad for overnight checks. Using only still images, the ad tells the “story” of a daughter who phones her parents because she’s found the perfect place to get married. Only one hitch: she needs a check tomorrow.

Because there isn’t any dialogue, you have to read a script delivered in subtitles. “Mom, it’s perfect, but if they don’t have a deposit by tomorrow, we’ll lose it!” Ack! What to do??? Dad suggests using the overnight check service that Chase offers. That’s what he did when he spaced the mortgage payment last month… The execution feels dated, like a full-color anachronism from the 1950s. “Gee pops, ain’t everything just swell?” “Sure is junior. Now let’s go see Mr. Jenkins about helping him paint his house.”

CHASE – PICTURE PERFECT WEDDING

A soothing guitar melody loops for a full almost two minutes while you watch a filmstrip-style slideshow of a “typical American family” arranging the picture-perfect wedding. If you think it’s a little cheesy, you’re not alone.

BNP Paribas – People know BNP Paribas

BNP Paribas used this series of outdoor posters when it launched its first large-scale advertising campaign in the U.S., starting in the New York metropolitan area. The ads were placed in Times Square and in Grand Central Station on newsstands, bus shelters and phone kiosks. They also appeared in trains and railway stops in upstate New York and Connecticut.

BNP PARIBAS – PEOPLE KNOW BNP PARIBAS

These transit ads are supposed to generate awareness, but are they any more effective than simply running the bank’s logo with a giant “hi” for a headline?

CommonWealth Central Credit Union – Giant Deal

The typography for this baseball-themed campaign is beautiful. The credit union’s tie-in with the San Jose Giants helped generate over $5 million in auto loans back in 2009. The promo won an award from the Marketing Association of Credit Unions.

COMMONWEALTH CENTRAL CREDIT UNION – GIANT DEAL

BofA – Superlative Baseball

Watch this 30-second spot touting BofA’s sponsorship deal with Major League Baseball and you’ll swear America’s national pastime is better than Mother Teresa, Ghandi and the cure for cancer. It’s sappy, maybe even pandering.

BofA – BASEBALL

The script reads, “For well over a century now, baseball has been helping bond parents and children, unite communities, close generation gaps, overcome language barriers, seal friendships, patch up differences, instill civic pride. Bank of America is a proud sponsor of our national pastime, and the opportunities it provides to bring us all closer together.”

Citi – Outdoor & Transit Ads for Rewards Points

A collection of outdoor and transit advertising for Citi’s “Rewards Points” credit cards.

CITI – REWARDS OUTDOOR & TRANSIT ADS

CITI – REWARDS POINTS MICROSITE

3rd Federal – Beer Scene Testimonial

You’d think a financial marketer — thirsty for fun and creativity — would be able to do more with “beer” as a concept. Testimonials are always nice, but this execution is drab and unimaginative. What’s working in the ad? The name, the logo, the monster mug of beer, and the tat on a bald dude. What’s not working? Pretty much everything else, particularly the haphazard layout, awful typesetting and hackneyed message.

3RD FEDERAL – BEER SCENE TESTIMONIAL
If the bank was a person, you probably wouldn’t be interested in chewing the fat over a brew.

InTouch Credit Union – Women Testimonials

In a new round of: 30 TV spots developed to introduce the general public to InTouch Credit Union, members and employees do the speaking. The new spots let members share their stories about getting small business financing despite a tough economy. Both spots star smart, attractive women who seem to have their lives together. Great casting. Agency: CultureLab.

INTOUCH CREDIT UNION – TESTIMONIALS

If you’re going to go the safe route and run testimonials, this is a much better way to execute them than 3rd Federal did (above).

Velocity Credit Union – Loan Billboards

This series of award-winning outdoor ads suggests the credit union has a loan for just about anything, even plastic surgery.

VELOCITY CREDIT UNION – LOAN BILLBOARDS

Always good to keep billboards simple. There’s a rule of thumb that says you should limit all the words on a billboard to no more than 14. And don’t forget to count your name and slogan. If you have to read it, it counts as a word.

Educators Credit Union – Walk This Way

Sock puppets star in this homemade music video set to Aerosmith’s hit “Walk This Way.” The big question is “Why???” Well, it has something to do with a MacBook giveaway. Aerosmith, socks and a sweepstakes, you ask? Why not…?

EDUCATORS CREDIT UNION – WALK THIS WAY
Surely this can’t be legal, can it? Copyright laws have to be broken somehow here.

Michigan First Credit Union – Parrot Funk

“Does your bank have a dancing parrot?” asks Michigan First in this 30-second video. It may be different, but how relevant is it? What do you think? Cheesy gimmick or a cute way to communicate the credit union’s personality?

MICHIGAN FIRST CREDIT UNION – PARROT FUNK

Watch this parrot bust a few moves (ala Napolean Dynamite) to a techno soundtrack. It’s been viewed 866 times on YouTube. Did it ever air on TV?

A portfolio of 14 unique, unusual and noteworthy creative marketing initiatives from banks and credit unions around the world. Enjoy!

Caixa – Fixed But It Moves

What a visually clever way to convey the bump-rate concept. (If it doesn’t work for you, try blurring your eyes.) The copy says, “It’s fixed but it moves. Double Effect Deposit. A fixed rate of interest that goes up if interest rates do.” Agency: TBWA Spain.

Santander Bank – Hair Conditioner

You’ve never seen a car more hairy or furry than the one driven by the bald guy in this spot for “very personal loans.” Very personal indeed.

SANTANDER BANK – HAIR CONDITIONER

Chase Manhattan – Free Samples

This promotional giveaway, circa 1962, includes an actual penny. It proves that the idea of handing out “free samples from the vault” has been around for a while. A reader of The Financial Brand is selling the actual printed piece from his private collection. If you’re interested, send an email to The Financial Brand and we’ll put you in touch.

1stBank – Cloning

This commercial dates back to 2009, but it’s so unusual, it’s worth sharing now. A spokesman holding a two-headed sheep promises customers fifty uncloned dollars when they get a checking account. Who knew the cloning of dollars had gotten that ba-aa-aa-ad…? Agency: TDA Advertising & Design.

1STBANK – “CLONING”

“At 1stBank, we do not clone, nor endorse the cloning of U.S. currency. It would be against international law and a breach of banking ethics. The $50 you receive upon opening a free checking account is real money and has not been duplicated in a covert genetics laboratory. So at your earliest convenience, go to 1stBank or visit us online, and get $50 that has never been cloned.”

Citadel – Lewis

A nerdly Citadel representative named Lewis answers customers’ questions that arrive via pneumatic tubes.

CITADEL – “PRIZE GOURD”

CITADEL – “HOLY MACARONI”

CITADEL – “A TO Z”

Fifth Third – Millionaires Take the Bus

This bus shelter display — similar to a 3M display for security glass — is made of real coins. The headline: “Millionaires take the bus.” The copy: “Taking mass transit versus driving saves roughly $5,000 per year. If those savings are invested over a typical 450-year career, you’ll retire a million dollars wealthier.” Agency: OLSON.

Connex Credit Union – Unbank Emergency Help Center

A promotional microsite used to support the credit union’s marketing slogan, “Unbank With Us.” All the links redirect back to the main Connex website. Note: The microsite’s URL expires September 2010. Hopefully they won’t let what happened to TIAA-CREF happen to them.

Union Planters Bank – Knockouts

The image of a car is knocked out of concrete, a sailboat from water and a home from grass. “The only thing missing is the loan.” Agency: Kristof Creative.

Northwest Georgia Credit Union – Unbanking. Unbelievable.

Spots like this remind us that it is possible to produce a quality TV commercial without hiring a cast of thousands or blowing a huge pile of cash. You don’t have to go to Pixar to use special effects and video graphics; they are accessible to just about everyone these days. The only real limitation anymore is your imagination.

NORTHWEST GEORGIA CREDIT UNION – UNBANKING. UNBELIEVABLE.

“From hard hat wearers to do-it-all homemakers. To say you work hard is an Understatement. So why are you playing games with a financial institution that doesn’t work ashard for you? Get Unstuck with a not-for-profit credit union that helps folks and families like yours to hang on what you’ve already hard-earned. Unbank with Northwest Georgia Credit Union. Where the difference is unmistakable. Northwest Georgia Credit Union. Unbanking. Unbelievable.”

Central Community Credit Union – Low-Budget Theater Ads

A series of short movie theater ads created to increase brand awareness among young adults. They prove that you can create a compelling, 15-second message on a budget of virtually nothing. The hands seen in the spots are those of the ads’ copywriter Shawna Harch and art director Jamie Chabot.

CENTRAL COMMUNITY CREDIT UNION – LOCATION
Watch two other good examples of low-budgets spots — “History” and “Loans” — in addition to this one.

Fifth Third – Break the Chain

A huge outdoor display for mobile banking. The message: “Break [the pen] chain.” Agency: OLSON.

PNC – If Your Money Could Talk

If your money could talk, it wouldn’t let you buy milk from a convenience store, it wouldn’t take the day off, it wouldn’t get suckered by low intro rates, and it would take more than $50 to convince it to switch banks. Agency: Kristof Creative.

1stBank – Date, On-Hold, Pills & Save

A couple are on their first date. She lets the guy know immediately that she is going to be a creepy stalker. The spot pushes mobile alerts: “Know about trouble before it happens.” You have to think about it a little to figure out how the creative execution connects with the message in each of these four spots. The other three spots in the series are equally surreal. 1stBank’s “Cloning” spot from 2009 (above) is better. Agency: TDA Advertising & Design.

1STBANK – DATE
A guy’s date warns him about her creepiness. If you like this one, check out “On-Hold,” “Pills” and “Save.”

Citi – Stable/Future

Citi has used its little red umbrella as a clever visual “bridge” linking two concepts for a few years now. But executions in years past were markedly more enjoyable than this somber and straightforward message. This is just boring. In fact, it’s so dull, it would only feel appropriate running in late 2008. Source: Cashcow.in.

A portfolio of 18 unique, unusual and noteworthy creative marketing initiatives from banks and credit unions around the world. Enjoy!

TD Bank – Sign Spinner

If you must hire human billboards, at least hire someone like this guy. He’s pretty good, and fun to watch.

TD BANK – SIGN SPINNER

Commonwealth Bank – Community Grants

This is one of the more interesting narrative techniques you’ll see in bank advertising, even if it’s a little hard to tell what Commonwealth wants you to know. The ad is for the bank’s Staff Community Fund, something supported by donations from current and retired bank staff used to help youth programs. Each year the bank give grants of up to $10,000 to organizations, and will give a total of $550,000 in 2010. Ironically, the spot (about taking care of Australian organizations) was produced by an American ad agency. The campaign runs until the end of the year, and includes print, outdoor and a 3D cinema ads. It sounds like the campaign letting people how much the bank gives away might cost more than the actual money the bank gives away.

COMMONWEALTH BANK – COMMUNITY GRANTS

Harborstone Credit Union – Bank is a Four-Letter Word

A bank-bashing billboard with the look and feel of a D.A.R.E. anti-drug campaign, encouraging people to “Choose the unbank.”

Star Choice Credit Union – Bank Breakup

A double-sided postcard inviting recipients to break up with their big bank.

Al Rajhi Bank – Counter-Recession Campaign

A biting — albiet artistically illustrated — assault at one’s competitors. Source: Eric Chia.

SCE Federal Credit Union – Join Us

This is a weird ad. It doesn’t promote any product or service, just the concept of joining, even though membership is worthless on its own. The woman featured in this ad doesn’t look very upset considering she is supposedly complaining about banking. And it isn’t immediately clear how the body copy pays off the headline: “When you join SCE, you become part owner of a financial institution owned by you and your neighbors.” So I become part owner of something I own? Also note the use of two slogans, “People Powered Banking,” and “Your Financial Choice in the Community.” It’s ads like these that lead finance departments to question marketing’s efficacy. There’s nothing that can be tracked.

PeoplesBank – Member, Human Race

An billboard from 1976. Good copy in bank ads is a rare thing.

Home Federal Bank – Capital

Holy cow! This bank has 34.6% capital. Some experts in bank finance would say that is about as silly as reckless mortgage lending. Despite having a singular focus for the first two-thirds of the ad — capital, capital, capital — someone still couldn’t resist squeezing in a secondary message about branch locations…along with a complete list of all 15 branches.

Chase Manhattan Bank – Beekeeper’s Nest Egg

The “nest egg” meme has been exploited by financial marketers since at least 1966 when this ad ran.

Isbank – Police Car Billboard

This billboard promoting online banking for Isbank in Islamabad has a life-size cutout of a police car sitting under the headline, “Pay traffic tickets on time without waiting in line.” Source: The Cool Hunter.

Citizens Bank – Happy Together

15 business banking customers sing the Turtle’s 1967 hit single “Happy Together” in a karaoke montage supporting this 2008 Citizens campaign.

CITIZENS BANK – HAPPY TOGETHER

Allegiance Credit Union – Bringing Sexy Bank

We’ve seen music videos pitting banks vs. credit unions before, but not quite this way.

ALLEGIANCE CREDIT UNION – BRINGING SEXY BACK

Lloyds TSB – LGBT Marketing

It’s subtle, but the two people in this bank advert are guys…and they are a couple (gasp!). This massive target audience is almost always ignored by financial institutions. The last line of the ad says, “Lloyds TSB is pleased to help our LGBT customers with their savings needs.” Note: The artwork is an illustration. It probably would have been a lot more controversial if it had been a photo.

Ally Bank – Ice Cream

Another installment in the ever-popular Ally Bank TV ad series. In this one, Ally attacks bank promotional incentives: “Even kids know it’s wrong to treat new friends better than old friends.” It isn’t as funny as others. Ally seems to have forgotten that the kids’ reactions are funnier than the situations/messages themselves.

ALLY BANK – ICE CREAM

Farmers First Bank & Trust – Almanac

For its 125th anniversary Farmers First Bank & Trust produced an Almanac, and an Annual Report, both of which borrowed elements of the visual style of farmers’ almanacs from the late 19th and early 20th centuries. The Almanac recounting the Bank’s timeline and history from 1885 to present was written in collaboration with the Bank’s resident historian,Tade J. Powell. You can see interactive page-flip versions of it here and here. Agency: Sundin.

Deutsche Bank – iPad Ready

One of the first financial institutions in the world to tout an iPad-specific application in its marketing.

BECU – Switch Now or Pay Later

The headline in this ad spotted on the back of an in-flight magazine uses a slight turn of phrase to strike fear in readers. The subhead says, “Join BECU today, get a better deal from now on.”

Seasons FCU – Vehicle Wrap

Financial institutions use mascots to create a fun, festive presence at events like parades, fairs and branch grand openings. Many banks and credit unions have created mascots to support their kids clubs/accounts, notably Harris Bank’s widely loved Hubert the Lion. Sometimes these mascots transcend their original purpose and can wind up being the spokesperson for the entire organization, making appearances in nearly every single ad and marketing piece.

Financial institutions pick some predictable characters to reflect a fairly standard range of personality attributes — friendliness, strength, wisdom, etc. Dogs and lions are the most common creatures chosen for bank mascots, however other animals like eagles, owls, tigers and bears are used as well. There are a few exotic — even mythical — creatures used as bank mascots, including a whale, dolphin, hippopotamus, rhinoceros and a dragon. Some banks create costumes out of their logos, while plenty of others choose the hackneyed piggybank concept.

Does your financial institution need a mascot? Doubtful. If you’re extremely active in the community and sponsor a lot of events every year, then perhaps a mascot character could help you maximize your investment. But be careful with the design process. Put a lot of thought into what will best represent your organization and its values. And whatever you do, don’t cut any corners. Most financial institutions with a mascot are already at risk of looking pretty hokey and stupid… a cheap suit is sure to cinch the wrong image in consumers’ minds (as the last costume in this article does).

RBC – Leo the Lion

PNC Bank – Linky

US Bank – Captain Shield

Bendigo Bank – Piggy

Key Bank – Key

Chase – Chase the Dog

Harris Bank – Hubert the Lion

ABSA Bank – Piggy Bank

Ulster Bank – Henry the Hippo

St. George Bank – Happy Dragon

Commerce Bank – Mr. C

Metro Bank – Metro Man

Bank Atlantic – 7

Maybank – Yippie

Nittany Bank – Nookie Monster

County Bank – Buck

Piedmont Community Bank – PC Bear

Butterfield Bank – Vern

Waukesha State Bank – Friendly the Eagle

Nadra Bank – Whale

Wells Fargo – Jack the Dog

In gold rush days, Wells Fargo agents sometimes had dogs to help guard Wells Fargo treasure.
This dates back 143 years, accompanied by the motto, “Alert & Faithful.”

Andhra Bank – Dolle the Dolphin (India)

DiBa Bank – Otto the Rhinoceros

Unknown Bank – Lion Suit

Norwest – Barney the Snowman

Citizen’s Bank – Logo

A portfolio of 17 unique, unusual and noteworthy creative marketing initiatives from banks and credit unions around the world. Enjoy! (Note: RSS readers will need to view the article at the website in order to watch the videos.)

ANZ – “Perfect World”

In a perfect world everything would revolve around you. Sadly, it doesn’t. ANZ does a good job depicting the contrasts between one’s idyllic fantasies and the way things really work. These spots are funny — mostly because they strike a chord of truth — but the segues into the bank’s offers are a little tenuous. Fun to watch anyway, and good name awareness.

ANZ – PERFECT LIFE

ANZ – PERFECT HOUSE

ANZ – PERFECT TRAVEL

Wells Fargo – ATM interface overhaul

Wells Fargo hired Pentagram in the fall of 2005 to begin work on a new user interface for their ATMs. The bank wanted a more graceful presentation flow rather — not a choppy screen-to-screen feel — with an overall more elegant appearance. There are a lot more screenshots here.

Public Service Credit Union – “Money Shot”

Cue the 70s porn music. An unattractive, out-of-shape, overweight banker strips down to bath himself in your money. Type superimposed on the screen says, “What are the big banks really doing with your money?” Presumably, this one-minute video never actually made it on TV and only aired in the living rooms of those who helped produce it. Is it anything but creepy?

PUBLIC SERVICE CU – “MONEY SHOT”

Alfa Bank – “Holiday Overtime”

In this TV spot, a boss addresses the office. “Who wants to work during the holidays?” he asks. Silence. He asks again. Finally a young man volunteers. “You are going to a 3-day workshop in Paris…with my translator Tanya.” (Spoiler: Tanya is gorgeous). The announcer says, “Alfa Bank, Honestly Beneficial.” Thanks to Mykola Chumak at Identity Group for the translation.

ALFA BANK – “HOLIDAY OVERTIME”

Mango Money – P2P Payments Website

Both the name and website are a breath of fresh air in the usually stuffy financial space. Mango Money enables person-to-person payments through mobile phones using a prepaid Mastercard.

BBVA Compass – “Banking Solutions for You

BBVA took Compass Bank over a year or two ago. This is the first ad the Spanish parent company has run for its new U.S. acquisition. It’s for a popular Compass Bank product, “Build-to-Order Free Checking,” that BBVA has retained. The spot uses a montage to accurately capture the hectic financial lives we have today.

BBVA COMPASS – “HOW DO YOU BANK”

China – Sponsored Money

If you’re a bank, what could be cooler than having your logo printed right on the money? China not only puts logos for banks like HSBC and Standard Chartered on their money, they use illustrations of banks’ Chinese headquarters on the bills! Thanks to Mykola Chumak at Identity Group for the tip.

OnPoint Community Credit Union – “The Jogger”

A woman sees her favorite house is for sale, so she breaks out her iPhone and calls “Michael” at OnPoint who is ready to make it happen. “I can be there in 10 minutes,” she says. You can see another spot in the series here. Agency: Weber Marketing Group.

ONPOINT – “THE JOGGER”

ASB – Bigger Term Deposits

Very seldom do financial institutions explore typographic metaphors. Here’s a rather simply one where a long, somewhat rambling block of copy slowly grows larger in type size to convey the concept that ASB’s term deposits “get bigger.” Source: Saatchi Daily Banking Blog.

BofA – “We Listened.”

For the last 18 months, it seems BofA has been staying one step ahead of Congress. Rather than wait for legislative reforms to take effect, the bank is making it look like it’s responding to people’s frustrations. It’s probably about as close as any bank will come to saying it’s sorry.

SA – “Long Driveway”

A family packs into their car for the long drive ahead…down their super-long driveway. The message: “Get more home for your money with SA.”

WESTPAC – SUE ANNE

Westpac – Branch Managers Are Back

This Australian bank is showcasing the independence, empowerment and flexibility of its 600 branch managers in a series of TV spots. The production technique is about as Spartan as you can get, matching the frank tone of the spots.

WESTPAC – SUE ANNE

Bethpage FCU – Meet Beth & Paige

When your financial institution is based in- and serves only the area of Bethpage, New York, you work with it. In this TV spot, the $3.6 billion credit union introduces two “employees” named Beth and Paige. The pair serve a third woman, Mary, a professional dog walker who needs a bigger backyard. Agency: Austin + Williams.

BETHPAGE FCU – “BETH & PAIGE”

Mission FCU – “My Mission: Life To Its Fullest”

The credit union held a TV commercial contest and among the entries was this professional looking spot. It’s better than many of the TV commercials other credit unions typically produce and air themselves.

MISSION FCU – “LIFE TO THE FULLEST”

Saxo Bank – “Taking the Lead”

The European bank is playing up its sponsorship of a cycling team in a new online social media promo. They are giving away 25,000 inflatable “victory hands,” and one lucky winner will get a VIP trip to watch the Tour de France. In addition to a microsite, the effort includes YouTube, Twitter and Facebook.

FirstBank – Bank lobby billboards

Dimensional 14×48 billboards hold aloft bank lobby trappings like a wood-paneled desk and chair, a velvet rope and stanchions, a potted ficus tree, and a framed reproduction of scenic mountainscape, all giant-sized. The campaign, breaking concurrently with an overhaul of FirstBank’s online browser interface, invites viewers to “Enjoy the bank lobby, even if you bank online.” Agency: TDA Advertising & Design.

Satander – Lo-tech advertising

If you’re going to take the trouble to hire street teams and deploy non-traditional ad mediums like human billboards and moped advertising, why be so boring? “Hey mister, we’ve got better banking and great offers. Here, do you want a brochure?”

A portfolio of 24 unique, unusual and noteworthy creative marketing initiatives from banks and credit unions around the world, including 19 visual illustrations and 13 videos. There are really a lot of interesting things packed into this article, and each of these projects probably warrant its own story here at The Financial Brand. Enjoy! (Note: RSS readers will need to view the article at the website in order to watch the videos.)

Activo Bank – “Simplifica”

You don’t have to speak Porteguese in order to find this spot promoting Activo bank’s branch hours funny.

ACTIVO BANK – SIMPLIFICA

Activo Bank – Flash Mob

Forty dancers “spontaneously” assemble, then perform an “impromptu” six-minute routine in the middle of a mall for Activo Bank. It’s fun, and the dancers do a good job engaging the audience, but it feels like a jazzercize class in a few spots.

ACTIVO BANK – FLASH MOB

Tesco Bank – Careers Microsite

In an economy this cruddy, you probably don’t need to go to these lengths to attract and recruit top talent. But you look really cool and classy when you do. Tip of the hat Chris Skinner at the Finanser for finding this site.

Unknown Asian Bank – Mobile Banking ATM Wrap

Now this is a fun, cool way to let people know you’re offering mobile banking.

Community America Credit Union – “Community Americans”

Here’s an interesting way to present a testimonial-style message. Members get on stage and talk about their lives while a collage of animated footage about their lives plays on the screen behind them. You can see also the spots from “Kent” and “Jen.” The acting is really good (one can assume they are paid actors).

ACTIVO BANK – COMMUNITY AMERICANS

Citizens Bank – Lawn Seed & Fertilizer

This has to be one of the more unusual “line extensions” for any brand in the history of the financial industry. Citizens owns the naming rights for the Philadelphia Phillies ballpark, who is retailing the lawn seed and fertilizer on behalf of the bank. Fertilizer? It sounds a little like buying a bag of poop from a bank.

Barclays – “Musical Pounds”

If you like Ricky Gervais, then you’ll probably like this spot too. It’s not Ricky, but it is random, offbeat British humor. Spoiler alert: a pile of cash gets up and performs a musical number on stage.

BARCLAYS – MUSICAL POUNDS

Arizona State Credit Union – “Broke”

“Broke. It’s the new poor.” Depressing, if not true. The credit union said they received very good results in attracting new student banking relationships. The ad’s offer? A free parking pass, something Paul Stull, EVP/Marketing at Arizona State Credit Union, describes as “pure gold” on college campuses. The ad is CUNA Diamond Winner.

Chase Bank – “Save”

“Save is the new spend.” The financial industry is coining new metaphors to define the tectonic economic “paradigm shift” almost as fast as the Treasury is minting new dollars.

Truliant Credit Union – “OMG”

Ryan Shell at Truliant made a pair of TV spots for his $1.3 billion credit union. The spots show that you don’t have to have a big budget to create visual interest. Computer graphics are used to animate and rotate the spots’ scripts. You can see the second spot here.

TRULIANT – OMG

Union First Market Bank – “In Love”

A Union First customer talks about her bank as if it were the greatest boyfriend she’s ever had. The actress blushes in a sofa as she delivers lines like, “It makes me feel cherished, like they want me,” and “This time, I’m in love.” It might evoke memories of those General Foods International Coffee ads (“Share the Moments of Your Life”) from yesteryear. If you’re one of those people who scoffs every time a financial marketer uses “love” and “bank” in the same sentence then get ready to roll your eyes. Another spot announcing the merger between Union and First Market banks is completely different — very retro, and much more credible. The campaign was coordinated by Boisseau Partners, which had previously been Union Bank & Trust’s marketing firm.

UNION FIRST MARKET BANK – IN LOVE

UNION FIRST MARKET BANK – MERGER ANNOUNCEMENT

IDB Bank – “Four Letter Word”

The banking industry’s rotten image is often fodder for financial marketers. Here’s another bank tapping into consumers’ anti-bank venom. They also marry bank hatred with “love” (there’s that word again), suggesting in the body copy that a financial love affair awaits: “Imagine a bank you’ll actually love — where truly personal service helps you and your company grow.” The URL: www.IDoBankingBetter.com. Agency: Barker DZP.

America First FCU – “Banker Confessional”

Bankers step into a sidewalk confessional booth to admit they prefer banking at America First FCU. You can see additional executions of the campaign in more TV spots here, here, here and here.

AMERICA FIRST FCU – BANKER CONFESSIONAL

Tech CU – “First Bank of Greed”

In this retro spot, a herd of cows replace bank customers and a sinister butcher plays the role of teller. “When you walk into your bank, do you feel like a piece of meat?” the announcer asks. The butcher (we’ll call him the “Teller of Seville”) sharpens his knife, sizing up the herd to see who he’ll slaughter first. It’s funny, but dark. Okay…it’s mostly funny.

TECH CU – FIRST BANK OF GREED

BECU – “Local People”

For the last 7-8 years, this multi-billion dollar credit union in Seattle has consistently celebrated local people and their unique personalities in its branding. The bus wrap shown below adds a whole new dimension to the campaign — literally. It’s a little hard to see in these photos, but the entire bus is wrapped in a mosaic of member-submitted photos. You can get a sense of how BECU typically uses a collage of people’s faces in the print ad.

BECU – “Move It Or Lose It”

BECU distances itself from banks on Wall Street in this 30-second spot. The call to action: “It’s your money. Move it or lose it…one nickel, dime or hidden fee at a time.” BECU works with a local photographer and a local television production company to feature real members in the credit union’s advertising. Their spots are filmed in various places throughout the Puget Sound region, and even the music we use in the spots was created and recorded by Northwest musicians.

BECU – MOVE IT OR LOSE IT

Co-operative Bank – “Good With Money”

A nine-minute video chronicling the bank’s “ethical banking” policies.

CO-OPERATIVE BANK – GOOD WITH MONEY

KeyPoint Credit Union – “Net Worth”

Raoust + Partners created this campaign emphasizing the value KeyPoint provides its members in the form of increased wealth and net worth. The approach uses a creative visual X/Y graph illustrates to suggest growth and an increasing bottom line.

Xceed Financial FCU – Direct Mail

McGraw Hill FCU – Brand Identity

A brand identity redesign.

Discovery FCU – Auto Loans Bus Wrap

Clever use of the medium.

Woodstone FCU – Bus Back

Not the first time The Financial Brand has seen this approach.

IBM Southeast Employees Credit Union – Movie Posters

MDG Advertising created this direct mail campaign that turns the credit union’s products and services into movie parodies. The agency will be turning each of these pieces into TV spots, starting with “Dream Car.”

IBM SOUTHEAST EMPLOYEES CREDIT UNION – MOVIE POSTERS

Cornerstone Community FCU – Brand Identity

Cornerstone rolled out a new logo, part of a marketing campaign to promote its four Niagara County branches. In addition to the green and white logo, the campaign includes a new tagline, “You rate better here.” The credit union said its new logo is meant to raise the bank’s profile in Western New York.

A showcase of 11 different creative marketing initiatives from banks and credit unions around the world.

Citi – “Kinda The Same Thing”

Someone snapped a photo of this transit ad from Citi. The bank can certainly benefit from a little lighthearted humor right now.

Three Rivers FCU – “Happy Dog”

This 30-second TV spot, made specifically to air during the 2010 Superbowl, involves a clever pairing between the soundtrack and visuals: a dog puts his head out of a car window and his gums flap in the wind to a victorious operetic performance. It’s fun to watch. Agency: Weber Marketing Group.

THREE RIVERS CREDIT UNION – “LUCKY DOG”

Keesler FCU – “Money Talks”

Keesler had the opportunity to teach financial education at Biloxi High School. To support the effort, agency Raoust + Partners created “Money Talks,” a Gen-Y style financial literacy program including a letter to parents, wearables, posters, pamphlets, and stickers.

St. George Bank – “Big Enough, Small Enough”

In this brand ad campaign for one of Australia’s larger financial instituions, St. George depicts itself as a “big bank,” something that has been out of vogue lately. The message: “Just because you’re big, doesn’t mean you have to act like it.”

ST. GEORGE BANK – “BIG ENOUGH, SMALL ENOUGH”

Bucks First FCU – “Violent & Awesome Commercial”

This Pennsylvania credit union teamed with internet sensations Rhett & Link (formerly of Alka Seltzer fame) to create an online commercial that must be seen to be to be believed. The video opens with a guy wearing a deer — err, make that a “buck” — costume getting hit by a car. The concientious motorists take the wounded buck to Bucks First FCU because they “treat bucks right.” Get it? The 90-second pun-o-rama has been viewed over 365,000 times with an average rating of 4.5 start (out of 5). Some observers in the financial industry have heralded the spot as an online marketing and social media triumph deluxe, while others have wondered if the video sends the right message about the credit union’s level of professionalism and financial acumen. What do you think?

BUCKS FIRST FCU – “VIOLENT & AWESOME COMMERCIAL”

Missouri Bank – Website

The first thing you should notice is how clean and refreshingly uncluttered the site is — markedly unbanklike. Then there is the interactive wall of testimonials with pictures and quotes from 75 different bank customers right on the homepage. This is one of the more interesting bank websites you’ll see.

Community Savings – “Piece of the Pie”

In Canada, it’s quite common for credit unions to give some of their profits back to members as “patronage dividends.” Promoting them the way Community Savings did prior to its merger with Servus is not common, however. The credit union boxed pies and printed messages on napkins encouraging everyone to “get their piece of the pie.” It’s a fresh take on what is arguably the hardest working pun in the financial industry.

ANZ – “Fraud Squad”

Australian Bank ANZ (pronounced “a-n-zed”) debuts a pair of spots about fraud, unauthorized online purchases and its “Fraud Money-Back Guarantee.” The spots portray the bank’s fictional Fraud Squad as a ridiculously zealous group with some wildly innovative (if not impractical) ideas for how to keep customers safe. The five-week campaign is supported by outdoor, online and ATM marketing. Agency: DDB Melbourne.

ANZ – FRAUD SQUAD “HELIUM GAS”

ANZ – FRAUD SQUAD “AIRBAG”

Department of Commerce FCU – “Auto Loans”

Agency Raoust + Partners turned what could have been just another boring auto loan product promotion into something visually interesting by drawing on car-related imagery. The checkered flag, chrome lettering and dashboard gauges are nice touches.

Golden 1 Credit Union – “No Bailouts.”

Many banks and credit unions have been quite comfortable — and arguably successful — celebrating a single point of differentiation: they are too small for bailouts. While the heyday of headlines like “Bailouts are for boats” and anti-jet banners has passed, there’s enough residual consumer resentment towards the financial industry that the bailout-bashing angle still has some traction.

Pinnacle Bank – “Move Your Money”

Like many community banks, Pinnacle wanted to make the most out of Huffington’s “Move Your Money” populist campaign, so they created this email marketing piece. The message isn’t promotional nor self-serving in any way. It simply invites people to check out the “Move Your Money” website and viral YouTube video. Lots of banks looked to capitalize on Huffington’s efforts, but not that many were willing to help promote like this.

Here’s a creative showcase of financial marketing materials from banks and credit unions around the world — 13 projects and dozens of photos and illustrations. You can click on most images to view larger. Enjoy!

USAA – Lifestage Guides

This series of financial education guides for USAA from the Cartis Group are both beautiful and brilliant. These aren’t just brochures, these are large, multi-page guides (some are 24+ pages) offering comprehensive — and largely unbiased — advice. Books are organized by lifestages and life needs: getting married, saving for college, life insurance, etc. This is real financial education — selfless, thorough, informative and helpful.

First Direct – Microsoft Surface “Mortgage Offsetting”

HSBC’s First Direct in the U.K. uses Microsoft Surface technology to explain the benefits of “mortgage offsetting.” Design firm Splendid worked with media agency Mindshare to create an interactive touch-screen experience that allows users to directly interact with digital content, without the using a mouse or keyboard.

FIRST DIRECT – MS SURFACE ‘MORTGAGE OFFSETTING’

Pinnacle Bank – Brand Ads

These three ads for Nebraska’s Pinnacle Bank were written by freelance advertising copywriter Holly Menges.

Langley FCU – “Whack-a-Fee”

Presumably inspired by the new arcade sensation, “Whack-a-Banker,” this game is so easy, you might think it’s a little stupid. But that’s probably the point.

Nevada Federal Credit Union – “We Don’t Suck”

Las Vegas columnist and glam blogger Emily Gimmel snapped a picture of this brash use of a colloquialism on a billboard off the Vegas Strip for Nevada Federal.

Cetelem – “Bingo Credit”

Cetelem, a unit of BNP Paribas Bank, parodies reckless creditors in a series of ads featuring the fictional-yet-funny “Bingo Credit.” The campaign kicks off with a TV spot where the fictional company’s spokesman takes you on a tour of the organization’s caution-to-the-wind philosophy. The message: “Credit should never be like this. Choose Centelem’s responsible loans.” In another spot, the spokesman gives a loan to a man on his death bed. There’s another semi-sexist spot pushing a loan for men who want to cosmetically remodel their wives.

CETELEM – “BINGO CREDIT”

Progress Bank – Brand Identity

A colorful design and a progressive image by Electrum Marketing.

Norway Savings Bank – “Colorful Solutions”

It’s not often you get to see so many different materials from a financial institution’s brand identity all collected in one place. This menagerie of colors was produced by Leslie Evan Design Associates.

MECU – Brand Identity

Design firm Simple I.D. came up with this casual and approachable look-and-feel featuring illustrations for Australian credit union mecu. Notice the use of lowercase letters and handwritten-style typography. Does the client know/care their agency calls them a “bank?”

First National Bank – “Praise Singer”

A native tribesman extols praises to the world at the top of his lungs. You will never see a spot with so much shouting that you will enjoy as much as this. It’s loud, but it feels good. You can see another similar spot here.

FIRST NATIONAL BANK – PRAISE SINGER

First National Bank – “Chin Up South Africa”

The South Africans, it seems, have a low self image and don’t feel prepared to host the 2010 World Cup. So FNB, a South African bank, tries to restore national pride with a TV spot where an Aussie gives a South Afrikaner an inspirational pep talk. It’s an honest and strangely captivating message for a bank-sponsored ad.

FNB – “CHIN UP SOUTH AFRICA”

First Atlantic Bank – Print Ads

These ads by Electrum Marketing clearly send a conservative-and-steady brand message.

American Bank – “Dolphins”

Talk about the indirect sell… This ad for American Bank from Pettus Advertising starts with the headline, “If you’re enthralled by the majesty of nature, we’re here for you.” The copy goes on to say, “The amazing wonders of the gulf coast are brought to life at the Texas State Aquarium. We are proud that this home for beauty and science call the Coastal Bend home. From wide-eyed children to learned professionals, nowhere is the joy of our world more inspiring…” Then the ad takes an abrupt detour to talk about into the bank’s culture. It’s a complete non sequitur. A better ad might have been, “American Bank…for people who like dolphins.”

With more than 54,000 members, over $600 million in assets, and 12 branches in the Austin, Texas area, United Heritage Credit Union is one of the largest regional credit unions in Central Texas. Facing intense competitive pressure from banks and large credit unions, United Heritage turned to the Cartis Group for “a strategic and tactical marketing plan” that would be based on both “primary and secondary research.”

“Its brand was disjointed and lacked credibility,” the agency says about the credit union’s image prior to the rebranding.

“Using our BrandSmart process, we enhanced and solidified United Heritage’s brand, including its positioning, messaging, marketing materials, website and identity system,” the agency says.

Cartis says United Heritage also made several operational changes as a result of the firm’s research.

The tagline “Be Smart. Bank Smart.” is part a deliberate effort to position United Heritage as a “banking center” that can compete with other major Central Texas financial institutions.

The Cartis Group’s work for United Heritage has been recognized by CUNA, AIGA, the ADDYs and NCUA.

WELCOME KIT

UNITED HERITAGE WEBSITE
Ads in the sidebar rotate as you navigate through the website. Ads are contextually relevant, so if you’re in the “Loans” section, you might be seeing ads for United Heritage’s “Skip-a-Pay” option, or their “Debt Consolidation” loans.

BRANCHES
The credit union’s BRANCH DESIGN includes some distinctive architectural statements, such as the tower. They are nice, attractive spaces, but a little light on the branding and MERCHANDISING. Architect: Clark Mente Architects.

UNITED HERITAGE CENTER
The credit union has secured the naming rights for “The United Heritage Center at the Dell Diamond.” It’s a large, multi-purpose space for meetings, conferences, banquets, weddings and parties. It holds 320 people for dinner, or 500 in theater seating. It is located along the first-base line at The Dell Diamond, home of the local Double A baseball team.

Union Bank – “Rock Solid”

A blogger snapped this photo of a “rock” on the teller counters at Union Bank. It turns out the “rock” was made of soft foam. “About as solid as a marshmallow,” the blogger wryly notes.

Allianz – Elevator

An elevator wrapped in graphics that look like a bank vault. The sign inside the elevator reads (translaätion): “Keep your money in a safe place.” Clever out-of-home advertising.

Visa – “Anthem”

Every two years, TV viewers around the world are treated to some of the most spectacular, inspiring ads ever created. The cinematography, the story lines, the editing are all extraordinary. Unfortunately, most of these ads don’t promote the companies who paid millions to produce and air them. They only seem to build the Olympic brand, such this beautiful mintue-long spot for the 2010 Winter Olympics from Visa.

Narrated by Morgan Freeman, the ad that talks about themes like “imagination,” “spirit,” “precision,” “speed,” “grace” and “magic,” concepts that seem markedly unrelated to either Visa or banking. It’s almost like a PSA for the Olympics: “This feel-good moment of unity and celebration is brought to you by…Visa! More People Go With Visa.”

You may prefer watching this kind of spot versus an ad for something like “Head On, apply directly to the forehead,” but you’ll quickly forget it was Visa who made it once you see a dozen other advertisers trot out their similarly commercialized celebrations of Olympic spirit and pride. You can see another gorgeous Visa spot for the Winter Olympics here.

SunTrust – “Swap a Solid” Facebook Application

SunTrust Bank recently launched Swap a Solid, a Facebook application that provides users with a forum for exchanging goods and services with their Facebook friends. At the Facebook app, you can “Request a Solid,” or view “Solid Requests.” The Swap a Solid name harkens back to the bank’s current ad slogan, “Live Solid,” although some people might think it’s disgusting to “swap a solid” with anyone other than their spouse.

Standard Bank – “Mr. HIV”

Standard Chartered, a bank serving Asia, Africa and the Middle East, made a pledge to the Clinton Global Initiative to educate one million people about the prevention and spread of HIV & AIDS by 2010. To achieve this, they commissioned an animated short film that chronicles a “Mr. HIV,” a personified virus looking for a job so he can destroy the human body. The script is entertaining. The CG is comparable to a Pixar production. As far as public health PSAs go, you can’t get much better. You can watch the whole series here.

Deutsche Bank – Greenhouse Gases Widget

Deutsche Bank recently launched a free widgetized version of its “Carbon Counter,” a landmark digital billboard in New York City which displays the running total of long-lived greenhouse gases in the atmosphere. The widget comes as part of the bank’s broader campaign to raise public awareness of climate change and encourage investment. (A widget is a downloadable, stand-alone application that can be embedded into an end-user’s web page or desktop.) It’s very interesting to see a bank commit itself so strongly to one side of a political hot potato.

Innovations FCU – “Jingle Bells Lip Dub”

You’re probably burned out on the holidays, but this video is too good to pass up. It’s a singing, dancing lip-synch of a techno version of “Jingle Bells.” The choreography involves the credit union’s entire staff — some 35+ people — in one, single 3-minute take. It is toe-tapping fun, festive and well-produced, yet not so slick that it feels expensive or pretentious. Hat tip to Christopher Stevenson at CUES who was the first to spot the video, and kudos to agency Raoust+Partners, who reportedly produced it.

Belvoir Credit Union – Brand Image & Identity

When Fort Belvoir Credit Union decided it was time to drop the “Fort” from its name, they turned to Third Degree Advertising for a new brand image and identity that is decidedly unmilitaristic.

Capitec – Simplicity

This minute-long TV spot features CG animation with a narrator in a virtual world who describes a bank that is unbelievably perfect. Quite frankly, it sounds too good to be true. The spot ends with the tagline, “Simplicity is the ultimate sophistication.”

The First National Bank – Dumpster Ad

Perhaps the most unusual media placement for a bank ad ever — inside the lids of garbage cans. They are literally throwing advertising dollars in the trash. Will consumers feel this kind of advertising is appropriate? Or will they snicker at a metaphorical irony that’s hard to escape?

IBT – Parking Lot Stencils

A creative reminder from Foundry Advertising that even seemingly insignificant spaces present branding opportunities.

Harborstone Credit Union – Lego Business Pieces

This business banking promotional kit comes from credit union marketing firm Jay-Ray. Each box contained a set of Lego building blocks and a mini-construction worker. Harborstone hand-delivered these boxed invitations to local businesses, inviting execs to attend the groundbreaking ceremony at a new Harborstone Credit Union branch.

First Community Bank – Enjoy Unbig

This brand advertising campaign is linked by a microsite with six games like the “Unbig Fun Maze!” and the “Unbig Crossword!” You can see one of the TV spots below, and the other three here, here and here.

Australian Central Credit Union – CG TV

A relatively simple-yet-effective 15-second spot for personal loans produced with computer-generated graphics.

Legacy Banks – Rebranded Identity

Ad agency Smith & Jones won a 2009 American Graphic Design Award for this rather conservative corporate rebranding.

Chase – Phone Tree

The copy says that “using Chase by Phone is easier than ever.” That may be, but the flow chart screams of confusion, frustration and lots of button-pushing. For a bank with trillions in assets, you’d think they could pony up a couple hundred bucks for a designer who knows how to use more than PowerPoint?

Sunlife Financial – “KC & The Sunlife Band”

Two words for this commercial… it’s funky. You can hear Sunlife’s rationale for the campaign in this YouTube press release.

Deutsche Bank – “What do you expect from banks?”

The German-based bank put up booths and asked people to speak their mind about banks, then posted the response online at a special microsite (Belgian/French).

Ally Bank – “We Speak Human”

So did Klaatu.

GQB Bank

Gorgeous ARCHITECTURE courtesy of this very interesting Russian blog.

HSBC – eStatements

“There is no way to print a bank statement without having to cut down a tree. Therefore it is more eco-friendly to choose an e-bank statement.”

Sofia Bank – “Wealth”

“It’s about attitude.” The agency would probably tell you that if you don’t get it, you probably aren’t the target market.

Glasgow Credit Union – Kieron Leigh-Clough Illustrations

Ad agency Freight, based in the U.K., bashes banks in this campaign for Glasgow Credit Union.

Pen Air Credit Union – “Thanks A Billion”

Pen Air thanked its members in a public campaign for helping the credit union pass the $1 billion milestone.

CF Bank – Brand Identity

Agency: Kleidon

[Note: If you've seen creative work from a retail bank or credit union that you'd like to share with The Financial Brand's readers, please send an email to the editor. Recent work, projects from years past, and even concept work will be considered.]

HSBC – “Integrity”

In this minute-long TV spot, a member of the paparazzi stalks Alex, a celebrity, to a nursing home. The photographer snaps a series of exclusive photos capturing his prey in vulnerable intimacy, weeping over her ailing father. The announcer kicks in: “For many people integrity is as important as money. At HSBC, we understand people’s values influence their financial decisions.” Cut back to the photographer who is reviewing his photos on his computer. He’s touched. He hits the delete button. It’s a spot that may bring a tear to your eye, all while screaming “BULLSNOT!” No one brave enough to wear the paparazzi label is throwing that kind of gift away. No way. Not ever. It’s pure gold. Not going to happen.

INTEGRITY :60 TV SPOT

HSBC – “Responsibility”

The fishing is bad, and the boat’s crew are disheartened in this :30 TV spot. But with perseverance, they finally land the motherload. Alas, there is a dolphin stuck in the net, presenting a moral dilemma. The fisherman are saddened, but ultimately make the (politically) correct decision. “For many people, responsibility is as important as money. At HSBC, we understand people’s values influence their financial decisions.”

RESPONSIBILITY :30 TV SPOT

Servus Credit Union – “Cash In With Your Camcorder”

Servus Credit Union in Alberta Canada has just launched a new promotion called Cash In With Your Camcorder, with help from the marketing experts at Currency. Servus is asking young adults “to create a 30-second commercial that shows why the Young & Free Chequing Account rocks.” First place gets $2,000, second gets $1,000, and the winning commercial(s) may be used in future advertising.

Clockwise from top left: Online banner ads, staff information sheets, wobblers, pamphlets, Facebook ad and mini poster. (Click to enlarge.)

Young & Free Alberta microsite transformed for the contest. (Click to enlarge.)

ANZ Bank – “The Chase”

This spot clocks in at 1:30, making it an “epic.” In the spot, it seems everyone is chasing Jack, through the streets of downtown Sydney — a baker, mechanic, chef, beautician — everyone. But Jack’s death-defying feats (of stunt work) help him allude the angry mob. Who is Jack? He’s an evasive business banker. The message: “Getting hold of a small business expert at your bank shouldn’t be hard. That’s why at ANZ, we’ve put on more small business specialists.”

ANZ – “THE CHASE” (1:30)

Centea – “Sperm”

A romantic sperm brings flowers to woo the reluctant egg. Success!! The ad’s caption: “Doing more is in our nature.” Maybe Belgians are more apt to link “biological conception” with “banking” than Americans. Or maybe this spot from a bank in the Netherlands is just plain weird no matter where you live?

ROMANTIC SPERM :30 TV SPOT

ANZ – “Happy News”

The Australian banking powerhouse asks, “Isn’t it time for some happy financial news?” The ads are invitations for people to “arrange an everyday banking review.” Even though they are intended to be parodies, they are still a little depressing.

Brookline Bank – Concept Work

The bank recently hired Shark Communications, who is working on the following concepts. It’s interesting to see a bank’s creative work before it’s been approved and finalized for the public. You’ve gotta love the “Empower Mint.”

Sterling Bank – “Make Dank”

You’ve got to admire the pranksters who modified this billboard ever-so-slightly. Their handiwork is barely noticeable. “Dank” (as if you didn’t know already) is an expression frequently used by stoners for something of high quality, usually sticky, hairy, stinky, highly-potent green bud. It’s hard to classify this as vandalism when the copy revision makes an arguable improvement. More members of the target Gen-Y audience probably thought about banking at Sterling after the billboard was edited than before.

Yep, that’s a huge doob (aka “joint” or “spliff”) hanging from his lips.

TDECU – BankWithTexans.org

This interesting site aims to unite local community banks with credit unions against the menace of big banks. Headlines include “FDIC sells Texas back to Spain,” and “Out of town banks lose $3.7 billion.” For carrying such a decidedly pro-bank tone, it’s surprising that the site seems to be entirely sponsored by Texas Dow Employees Credit Union (TDECU).

Nevada FCU – Puns & Tellers

A clever billboard spotted in Las Vegas, where comedy duo Penn & Teller has a show.

1st Bank – Umm, Duh…It’s Obvious

The concept for this series of ads and billboards hopefully requires no explanation. What do you think: Is the artwork overwhelming the message without adding proportionately to the concept? Or is it a clever and creative way to reinforce the key takeaway that 1st Bank is the obvious choice? Agency: TDA Advertising & Design.

MECU – Groceries for Referrals

Third Degree Creative produced this fun member referral promotion. One lucky member can win $400 in groceries for themselves and the person they refer. The mailer is cut like a grocery bag. Neat. And the free-standing display has slots in which real groceries can be placed.

Shelby County State Bank

A simple microsite from a community bank targeting Gen-Y/college students.

Affinity FCU – Test Drive

An auto loan promotion from ad agency Roust+Partners.

KeyPoint Credit Union – Boomerang

A refreshing amount of white space on this “Guaranteed Return,” from ad agency Roust+Partners.

State Department Credit Union

Ad agency Roust+Partners developed this brand identity for a credit union serving the U.S. State Department, folks who do some serious travelling. Shown here: ad, brochure.

First Tech – Microsoft Branch

An attractive branch on the Microsoft campus in Redmond, WA.

In honor of the new season of Mad Men (season three starts Sunday, August 16), here’s a showcase of financial ads from yesteryear. The ads come from a different world than we live in today — before compliance departments saddled paragraphs of legal disclosures on rate ads. You’ll notice how few of the ads targeted consumers. Banking bank then was all about business accounts.

Note: You can click on most of the ads to view a larger size.

TORONTO DOMINION
This help wanted ad promises the “finest working conditions in Canada.” Given today’s definition of  “working conditions” and considering Canada’s affable reputation, it seems like an odd thing to promise. If you were too nervous or shy to stop by the local branch about a job, you could write for their free employment booklet, “The Sky’s The Limit.”

BANK OF AMERICA
The banking powerhouse demonstrates its branding acumen back before the concept of “branding” had even been formally introduced. The ads have a consistent voice, message and style. Some of the ads feature a product promo for traveler’s cheques. Note the Old English calligraphic typography used in this older version of the logo. State by state, BofA has branded itself and the bank of the U-S-of-A.

BANK OF AMERICA
Two different ads for traveler’s cheques. If you liked the cool one from India, you could write the bank a letter and they would send you a full-size poster version of it.

BANK OF MONTREAL
Bank’s have been touting how long they’ve been in business since at least 1935, as in this ad where the bank is celebrating its 117th year. The message may have had value 75 years ago, but these days, as someone on Twitter recently noted, “It only proves you haven’t gone out of business…yet.”

CADDO NATIONAL BANK
This ad must have come out around the time fire and the wheel was invented, because it’s promoting the idea of having “a bank account.” For its time, this was probably a powerful ad, because even by today’s standards, the ad still packs a punch. Notice how the bank includes its capital position.

CHELSEA NATIONAL BANK
The monospaced computer typeface — a necessity in the early days of computer displays — screams “We want you to think we’re hip and computer savvy.” But the illustration says “tangerine dreams and marmalade skies, man.” Who cares? The scene is groovy.

DRY DOCK COUNTY
This is what’s known as a long-copy ad. It seems hard to believe, but there was a time when ads with this much copy were all the rage. Everyone had a story to tell, so they told it. These days, such a longwinded and rambling presentation would probably be laughed at. “Who has the time to read this?” The advertiser isn’t even mentioned until the 10th paragraph, where the bank touts its Saturday hours. Notice the offer for a free picture map of the local area.

FIRST NATIONAL BANK OF CHICAGO

THE NATIONAL CITY BANK OF NEW YORK
This ad hails from a time when it was considered shrewd business to have underpaid (and underdressed) “natives” do your dirty work.

THE CHASE NATIONAL BANK
Did you know that Chase once referred to itself as The Chase? This ad must have been what happened to the last ad after a merger, presumably between Chase and National. Oppressed natives have been removed from this all-white world.

SHAWMUT BANK
In advertising circles, this ad is what’s known as a “headless wonder,” meaning it has no headline. The advertiser — in their hubris — thinks they are so interesting and important that you’ll feel compelled to read the ad. No need. It probably just said what all the other bank ads said back then: “We’ve been around since 18XX and have helped our community grow because of our unique local knowledge and experience.” Sound familiar?

WELLS FARGO
The gal on the cover of this internal newsletter looks like she might be getting pretty excited about The Branch of the Future. Oh wait, that didn’t come around for another six or seven years.

BANK OF AMERICA
This ad ran in India. It targeted parents of children headed to the U.S. to get their college degrees. The ad pre-dates “no penalty CDs,” so the best they could offer was a loan on 75% of your CD’s principal. Interesting choice to include the illustration of a yo-yo.

BANCO NACIONAL
Is the guy in the illustration paying a monkey for bananas?