Celebrating their banking client’s Western state of mind, San Francisco-based agency Heat recently completed the latest spot in “Go West,” an ongoing advertising campaign for Bank of the West. The campaign showcases real bank customer stories that reflect their passions and entrepreneurial spirit, and in turn demonstrates Bank of the West’s relationship-centric approach to banking, as well as their deep industry expertise. nn”What sets Bank of the West apart from other banks is our customers – they embody the optimistic spirit of the West, and they are at the core of everything we do,” said Andrew Rosen, Bank of the West Chief Marketing Officer. “So what better way to convey our bank’s story than through this Go West campaign, in which our customers tell their unique stories of success.”nnnTake a look at the spot and documentary online here.nnFollowing Heat’s selection as Bank of the West’s AOR, the agency selected a documentary film crew to rent a van, and road trip throughout the West to film breathtaking scenery and interview the cast of bank customers in-depth and over a series of days. The resulting effort includes the lead TV spot launched last year called “Right Now,” which embodies the commercial’s catchphrase, “There’s a spirit in the West that drives people to do more.” The campaign is running in key markets and is the bank’s first brand-focused TV campaign in five years. nnHeat has taken the Bank of the West campaign in a fresh, authentic direction – affirming the bank’s brand identity in a manner completely distinct from its competitors. Heat founder/executive creative director Steve Stone comments, “The documentary film aesthetic matches the strategy of being honest and authentic allowing these amazing true customer stories to come through. So much work in this category looks the same. We worked hard to give it an iconic look capturing contemporary Western imagery.”nnFrom a biodynamic winery in Oregon to the largest airline painting company in the world to a handcrafted salami company that’s been around for over 100 years, these stories of real customers show that “Go West” is more than just the left side of the map. The most recent iteration of the campaign, a :30 spot featuring Bank of The West Wealth Management customer Kjell Qvale, was shown March 9 in key markets across the Midwest and Western regions of the United States. nnThe effort also includes longer documentary versions of each :30 bank customer story featured on Facebook and the bank’s campaign Microsite. “Our strategy to relaunch the Bank of the West brand included recommendations that the advertising represent the limitless opportunity and energy of the West,” comments Heat President John Elder. “From a purely aesthetic branding standpoint, we re-envisioned everything from Bank of the West’s colors to its typeface. Ultimately Bank of the West is about giving its customer a different banking experience, and the advertising reveals that.” nnAs Agency of Record for Bank of The West (and a long-time bank customer itself), Heat is driving the bank’s creative work, including sponsorships and online, print, broadcast, out-of-home and experiential advertising. Heat also collaborated on the development of key social media activities included in the advertising effort.nnHeat also partnered with the bank to execute a social media strategy to engage new banking customers and extend the bank’s award-winning customer service to their growing online community. One promotion (that ran last year) heavily supported through social media was Bank of the West’s $100 offer to new customers opening a free checking account. Heat developed a Facebook application for customers to answer the question "What would you do with $100?," and the top winning ideas awarded participants $100 to bring their idea to life. Through this and other social campaigns, Heat has helped develop an online community that serves as a platform for feedback and increased interaction between Bank of the West and its customers.nnCREDITSnnTitle: QvalenClient: Bank of the West Wealth ManagementnnAgency: HeatnTV Production CreditsnChairman / Creative Director: Steve StonenACD / Art Director: Mark LawsonnACD/Copywriter: Jeff GuenthernCopywriter: James DuffynArt Director: Nichole BergernExecutive Content Producer: Brian CoatenContent Producer: Anna AskewnGroup Account Director: Teri FildeynAccount Director: Mike McGarrynAccount Manager: Megan RobershottennProduction Company: The Academy, SeattlenExecutive Producer: Harry Calbom nDirector/Editor/Director of Photography: David HolmnAdditional Camera Operator: Austin WilsonnAfter Effects Artist: David Holm, Justin HenningnLogo Treatment: Michael HolmnnMusic: Pico Sound, SeattlenComposer: Ellis HawesnnRecording Studio: One Union RecordingnEngineer: Joaby Deal nnAbout HeatnSan Francisco-based Heat (www.sfheat.com) is one of the top five independent advertising agencies on the West Coast. Founded in 2004, Heat is a collaborative, full-service shop delivering unique and thoughtful campaigns to clients in a variety of industries. Advertising Age voted Heat the 2010 West Coast Small Agency of the Year. The agency’s portfolio of current clients includes EA Sports, Bank of the West, Riverbed, AOL and Sunrun. Heat prides itself on being fun to have at your cookouts.nnAbout Bank of the WestnFounded in 1874, $62.4 billion-asset Bank of the West (www.bankofthewest.com), member FDIC and equal housing lender, offers a full range of personal, commercial, wealth management and international banking services. The bank operates more than 700 retail and commercial banking locations in 19 Western and Midwestern states. Bank of the West is a subsidiary of BNP Paribas, one of the world’s largest and best rated banks* with nearly 200,000 employees in 80 countries. nn* Rated AA- by Standard & Poor’s as of October 14, 2011.
Eric Eddy double E communications Contact Eric via email 212.941.7590
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More