Creative agency Fallon has released its newest campaign for KeyBank, showing that small, community-based, relationship banking can have a major positive impact on people’s lives. In this case, the bankers themselves are quite small, tucked away in such unlikely places as a truck’s glove compartment or a birdhouse.
The latter venue is featured in this spot aptly titled “Birdhouse,” in which a couple decides that it’s time they bought their own place. A woman’s voice emerges from a nearby birdhouse, telling them she can help in the pursuit of that goal. Peering into the birdhouse, we see the friendly, caring Key Bank folks who in turn see a huge eye of an aspiring homeowner looking at them through the birdhouse entrance. Also later seen is a species of bird that would grab the attention of any devoted birdwatcher.
This convergence of big and little worlds was directed with a deft comedic touch by Harold Einstein of production house Dummy.
“When it comes to relationship banking, KeyBank doesn’t just talk the talk, they walk the walk too,” said Nikki Baker, co-chief creative officer at Fallon. “It was important to showcase those authentic relationships and ensure the genuine caring spirit of KeyBank bankers was prevalent in this new campaign. They’re not just providing a service but meeting people in the moment no matter how big or small.”
Credits
Client KeyBank Agency Fallon Nikki Baker, Leslie Shaffer, co-chief creative officers; Melissa Hoke, Emily Swenson, creative directors; Reed Hoffman, copywriter; Justine Pelayo, art director; Savanah Brihn, strategy lead; Emma Pindell, sr. strategist; Rob Lee, executive producer; Alex Roundtree, producer. Production Company Dummy Harold Einstein, director; Michael Kanter, prducer. VFX The Mill John Leonti, ECD/VFX spervisor; Hillary Thomas, exec producer. Editorial Arcade Dave Anderson, editor; Lucas Ferreira, assistant editor; Sila Soyer, partner/exec producer; Ellen Lavery, post producer. Production Services Filmgroup Nathan Miles, exec producer; Katarina Ireland, producer; Alexandra Wilson, head of production.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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