Homestreet Bank Super Bowl Campaign

Imagine a bank, a seasoned financial institution and respected pillar of the community for over 92 years.  Now, imagine that bank was also a place with the comfort and friendliness of home – except it’s not just your imagination, it’s real. It’s HomeStreet Bank. Once just another quiet community bank, today HomeStreet and Wexley School for Girls are showcasing an all-new brand campaign launched during the Super Bowl. The campaign defies category convention and breaks down bad bank stereotypes by illustrating an idea inspired by research done with HomeStreet’s existing customers, that “there’s no place like HomeStreet.”  HomeStreet Bank continues to be an approachable and trustworthy full service community bank, but with a modern look and feel. It’s a far cry from ho-hum banking.

 

To kick off the transformation, Wexley started with HomeStreet Bank’s first ever TV campaign featuring two :30 second spots that aired during the Super Bowl in the Seattle and Portland markets. The spots feature a HomeStreet banker as more than just another anonymous suit; he’s also a friend.  Whether it’s having your back in a bar fight or taking on a crew in a dance battle, there’s an unexpected partnership between banker and client.

 

 

 

In addition to the commercials, Wexley has developed both traditional and non-traditional tactics to bring the campaign to life in Seattle, Portland and Hawaii including billboards, print ads, radio, and digital ads. The campaign features simple, playful sayings like “The Bank You Can Bring Home to Mom” or “Open a Relationship Today” keeping in mind the idea of forming a relationship between banker and customer. The ads also use the bank’s new visual icons, blue brackets throughout the advertising to represent a simple brand with little clutter in their messaging. 

 

Non-traditional tactics will be used in HomeStreet’s key markets to engage consumers in a personal, one-on-one way. Setting up a custom-designed 14-foot safe in high-traffic commercial areas and joining neighborhood parades in the form of a HomeStreet marching band are just a few examples of new and surprising ways this bank will reintroduce itself to the neighbors. All these features show customers that this bank is not the average corporate bank; it’s home.

 

Credits

 

Overall brand:

Director: Ian Cohen, Todd Grant

Copywriting: Matt Kappler, Ian Cohen

Art director: Stevan Chavez, Todd Grant

Design: Lindell

Producer: Aylin Koker

Account Director: Amber Askins

Account Supervisor: Stacey Kryman

Account Manager: Annie Richards

Account Coordinator: Josh Brewer

Media planning/buying: Merlino Bauer Media

 

TV:

Director: Ian Cohen, Todd Grant

Copywriting: Matt Kappler, Ian Cohen

Art director: Stevan Chavez, Todd Grant

Producer: Aylin Koker, Jay Howard

Account Director: Amber Askins

Account Manager: Annie Richards

 

 

Production Company:    Imperial Woodpecker                                                                

Director:       Peter Martin                                                                      

Director of Photography: Corey Walter      

Executive Producers:   Doug Halbert, Charlie Cocuzza

Producer: Candace Tomarken                                                                                                    

 

Editor – Morgan Griswold

Sound – Scott Weiss, Pure Audio

Music – Squeak E. Clean Productions

Color – Jeff Tillotson, Lightpress