Truist

National Campaign + Corporate Comms

TV, Digital Video, Social, Corporate Comms

The Challenge: Since its inception, Truist has been a bank that cares. Previous ad campaigns communicated that well, but potential clients needed to know what that care meant for them. How does care really set Truist apart from other banks?

The Solution: Take care to the next level. Care is Truist's unexpected superpower, but when that care is combined with deep experience and industry knowledge, that's when Truist can help their clients feel unstoppable. I led the concept, production, and post production for a new national campaign and corporate comms to help both potential clients and the internal Truist team embrace this new way of talking about care.

The campaign launched with a commercial called, "The Catch," an inspiring example of how great things are possible when knowledge and care come together. It tells the story of how a coach leads and mentors a young baseball player to become confident in his abilitites and reach his full potential, must like what Truist Teammates do for their clients when they combine their leadership with banking with unwavering care. "The Catch" made it's TV debut on Braves Opening Day at Truist Park.

A second film called "The Car" was released shortly after. Aimed at a younger demographic, this spot out-performed the brand's expectations.

Both spots were adapted for social and digital media.

A Manager Toolkit was developed to ensure manager-level Truist Teammates are consistent in the story they are telling with other Teammates about the evolution of the brand. The toolkit helped managers understand the new strategy and campaign, get excited about/engaged with it, know how to explain the new campaign to others (e.g., talking points), and more.