Maya Angelou Talks 'Doing Right' for Union Bank
Union Bank, N.A., today launches their first-ever brand campaign with the theme line, Doing Right, it’s just good business, echoing their core beliefs and values as a leading financial institution. For almost 150 years, Union Bank has made relationships with their customers the priority through responsible lending, conservative capital management, financial stability, and especially, by keeping its focus on building long-term customer relationships. Their focus on always doing right for their customers has uniquely positioned Union Bank as a trusted, loyal financial partner.
The brand campaign intends to start a conversation about the simple truth that doing right is good business. The advertising is created by San Francisco-based independent agency Eleven Inc., and debuts January 28.
Art Smith, EVP, Chief Marketing Officer of Union Bank notes, “We feel that it's an important time, perhaps now more than ever, for a strong stable financial institution with a deep commitment to responsible banking to sponsor this discussion.”
The campaign is comprised of an anthem TV commercial; a second commercial featuring Poet and Humanitarian, Maya Angelou; national and local print; radio; digital and a new website: http://www.unionbank.com/
Mike McKay, Chief Creative Officer, Eleven, stated, "The simple notion that 'we should treat each other right' resonates with all of us. It's a core need we have as human beings, and a powerful way to position a bank in today's financial climate.
Print headlines, and print copy, tell the deeper back-story about Union Bank’s time honored priorities and business practices. Sample headlines include:
Doing right. It’s just good business.
Subprime loans were never our thing.
Doing right. It starts in our own backyard.
Now lending to small business. Always have.
The first checking account that you design.
Creative Credits
Client: Union Bank
Campaign: Doing Right
Agency: Eleven, Inc.
Agency Location: San Francisco, CA
Executive Creative Director/s: Mike McKay
Creative Director/s: Rob Price
Copywriter: Rob Price
Art Director: Ted Bluey, Robert Kastigar
Producers: Lindsey Wood, Daniel Murphy
Interactive Media
Web Developer: Mitch Greer
Designer: Eugene Kam
Account Director: Eric Lombardi
Production Company: Jaeger/Sloan
Director: Kristen Sloan Doug Jaeger
Editorial Company: Film at Eleven
Editor: Ed Feldman and Michael Schwartz
Audio Record & Mix: Film at eleven Matt Wood
