Forward. Thinking. TV for Fleet Bank
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An institution to construct financial transactions.
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A partner in your dreams and future successes.
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Leveraging the new corporate tagline “Forward. Thinking.” and featuring people from all walks of life looking forward to their own potential.
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My partner Geoff Mullett and I created this anthem campaign for Fleet Bank back in 2002 while at Hill Holliday, Boston. The bank wanted to make a statement about their value and brand strength, which was believed at the time to be an effort to sell the enterprise. That proved true since Bank of America decided to purchased the bank shortly after the campaign launch. The TV spots spanned B2C, B2B, and Fleet’s community engagement.
@radical media's Ralf Schmerberg directed. Rick Waller at Version_2 edited.
Voice overs were recorded by actors Lili Taylor and Matt Damon, which added more cache to the effort.
Brand Activation:
Broadcast Advertising
My Roles:
Creative Direction
Art Direction
Collaborators:
Geoff Mullett(CW) & Scott Hainline (EP)
The consumer spot featuring actress Lili Taylor voice over.
The commercial or B2B-focused spot featuring a voice over by actor Matt Damon.
The community-focused spot, also voice overed by actor and Boston-native Matt Damon