Animation featuring the artwork of noted illustrator Tim Tomkinson (known for his work for such publications as Rolling Stone) is deployed in TV spots that relate the stories and concerns of real customers of KeyBank, told in their own voices as captured in interviews with Starlee Kline of This American Life.
In “Concerned Dad,” we hear medical doctor Mike Brown tell us of his three children who are close to college age. Tomkinson’s illustration of Brown shows him in doctor garb and then whipping out a wallet from which unfurls pictures of his kids.
Dr Brown proceeds to tell us that for people with no money, financial help for college is available. And for wealthy families, money isn’t an issue when it comes to college tuition and expenses. But getting money to cover an increasingly expensive college education is pressure-packed for middle class families like the Browns. Tomkinson’s illustrations convey Dr. Brown’s points. For instance, the college cost squeeze on the middle class is visually depicted with the good doctor in the grasp of a blood pressure cuff that tightens around his body.
An end tag contains the KeyBank campaign slogan, “Money creates money concerns—and genuine attention to money helps eliminate them,” accompanied by the website address www.MoneyNeedsAttention.com and the KeyBank logo.
The illustrated world reflecting people’s lives and concerns represents quite a departure from the norm for the financial category. Tomkinson worked with animation studio Digital Kitchen, Chicago, to bring to life a five-spot campaign conceived by Cramer-Krasselt, Chicago.
“Concerned Dad” is one of three spots already airing in KeyBank markets Cleveland and Columbus, OH, Indianapolis, IN Boise, ID, Seattle, Tacoma and Puget Sound, WA, Portland, OR, and Hudson Valley, N.Y.
The microsite www.MoneyNeedsAttention.com was created by marketing agency Sapient Interactive.
The Cramer-Krasselt creative team consisted of chief creative officer Marshall Ross, group creative director G. Andrew Meyer, creative director/copywriter Pat Hanna, senior art director Noel Ritter, executive producer Sergio Lopez and producer Tammy Auel.
Digital Kitchen’s ensemble of talent included creative director/animator Anthony Vitagliano, producer Erica Rangel and editor Andrew Maggio.
Sound designers/mixers were John Binder and Ben Keller of Another Country, Chicago. Tim Konn produced for Another Country.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More