Creativity Online

Creativity Selects U.S. Bank Ad as Editor's Pick

Published on February 25th, 2016

U.S. Bank uses some clever VFX to bring to life a new campaign that center on dreams becoming reality with the help of the bank.

Created by Carmichael Lynch, it includes three TV spots, all part of a brand refresh under the tagline “The Power of Possible.” In one spot, directed by Nicolai Fuglsig of MJZ, a couple stand on an empty hillside and imagine their future house. As they do, they climb up invisible stairs, lie on invisible couches, and see their kids running round an invisible garden. A second spot, also by Fuglsig, applies a similar formula to a pair of entrepreneurs opening their own restaurant.

The campaign also includes a business-to-business spot, directed by Patrick Daughters, which focuses on a business coming to life in the morning as a series of lights are switched on.

The effort will also feature out-of-home, print, digital, social and radio advertising and new brand materials at more than 3,000 U.S. Bank branches. It was informed by an updated brand positioning strategy and visual identity system developed U.S. Bank’s brand agency, Little & Company.

Read the article on Creativity here.