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.nnTo 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.nn
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nnIn 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. nnNon-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.nnCredits:nnOverall brand:nDirector: Ian Cohen, Todd GrantnCopywriting: Matt Kappler, Ian CohennArt director: Stevan Chavez, Todd GrantnDesign: LindellnProducer: Aylin KokernAccount Director: Amber AskinsnAccount Supervisor: Stacey KrymannAccount Manager: Annie RichardsnAccount Coordinator: Josh BrewernMedia planning/buying: Merlino Bauer MediannTV:nDirector: Ian Cohen, Todd GrantnCopywriting: Matt Kappler, Ian CohennArt director: Stevan Chavez, Todd GrantnProducer: Aylin Koker, Jay HowardnAccount Director: Amber AskinsnAccount Manager: Annie RichardsnnProduction Company: Imperial WoodpeckernDirector: Peter MartinnDirector of Photography: Corey Walter nExecutive Producers: Doug Halbert, Charlie CocuzzanProducer: Candace TomarkennEditor – Morgan GriswoldnSound – Scott Weiss, Pure AudionMusic – Squeak E. Clean ProductionsnColor – Jeff Tillotson, LightpressnnAbout WEXLEY SCHOOL FOR GIRLSnWexley School for Girls is a Seattle-based marketing and ad agency that calls itself a ‘”fan factory,” creating and sustaining a lifetime of loyalty and attention among clients and consumers. Partners Ian Cohen (Executive Creative Director) and Cal McAllister (CEO) founded Wexley School for Girls in 2003 and have built a roster of national brands through an integrated approach that spans traditional, digital, guerrilla, experiential and interactive. Big accounts include Darigold, Ford, HomeStreet Bank, Wi
