Eight spots use humor emotional storytelling to elevate the bankโs brand imaging.
Although it serves a state with a population of less than 1.5 million people, First Hawaiian Bank is intent on reaching its audience with the sophistication of an international financial powerhouse. Teaming with Honolulu agency MVNP and Los Angeles-based production company Accomplice Media, FHB has launched an ambitious branding campaign centering on people coping with life’s milestones. Rather than pushing specific retail services—as most regional banks do—these funny, beautifully-produced spots aim to forge an emotional connection with Hawaii residents from all walks of life.
“We wanted to reinforce and reinvigorate our brand to the market,” says Christopher Dods, the bank’s Executive Vice President, Marketing and Communications. “Instead of talking about accounts and loans, we wanted to show that First Hawaiian Bank has been a member of the local community for a long time and underscore the many ways that we can help people throughout the course of their lives.
MVNP came up with concepts for a series of spots featuring ordinary people as they deal with all too familiar life events: a retired couple planning a vacation, a young man proposing to his girlfriend, a mom and dad learning that their kid has been accepted by a choice private school. “Bank spots are often made up of glossy moments and PhotoShop-ed images,” observes MVNP Executive Creative Director Vince Soliven. “That’s too perfect. We wanted to show some of the real situations that people actually go through.”
To produce the spots, the agency turned to Accomplice Media and Director Stephen Pearson, a former agency creative who has directed character-driven ads for such well-known brands as Burger King, Microsoft, H&R Block and Miller. The spots are beautifully art directed, simply staged and directed by Pearson with a restrained touch. Some involve a single take. “Stephen brought great ideas to the project,” says MVNP Account Services Director Debbie Tada. “He helped bring the campaign to life.”
The finished spots are as sophisticated and emotionally compelling as those for any national bank. “We put as much production value as we could into the campaign,” adds Pearson. “Our DP Benn Martenson, working with the other creative crafts, ensured that the film had a very contemporary feel with lots of movement and energy. The quality of the acting was equally important to the campaign’s success, and so we worked with a mix of local talent and talent from the mainland. We treated it like a national campaign right from the beginning.”
Pearson adds that he was drawn to the concept’s everyman quality. “This campaign is not for the 1 percent,” he observes. “It’s for all those people who have to do whatever they can to put money away for the future, to buy a car, get married, send a kid to college, or enjoy a comfortable retirement.”
For more information about Accomplice Media, visit http://www.accomplice-media.com/
Video Credits
Client: First Hawaiian Bank
Christopher Dods, Executive Vice President, Marketing and Communications Division; Susan Soken, Vice President, Marketing and Communications Division.
Agency: MVNP
Vince Soliven, Executive Creative Director; Jo Archibald, Senior Copywriter; Juju Ranches, Senior Art Director; Jenni Katinszky, Executive Broadcast Producer; Debbie Tada, Account Services Director; June Kaneshiro, Account Supervisor; Charlie Pedrina, Senior Graphic Designer; Louis Scheer, Junior Graphic Designer; Lori Kimura, Media Director; Elaine Kami, Associate Media Director.
Production: Accomplice Media
Stephen Pearson Director; Mel Gragido, Executive Producer; Benn Martenson, Director of Photography.
Post: Montaj 9
Music: emoto music
Audio: Audio Bytes
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagรกn Muรฑoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors whoโll highlight this yearโs winners. The conversation will include a discussion about the winning work, including insights... Read More