Responsable de conceptos / redactor
at
TBWA\Media Arts Lab
Los Angeles, Estados Unidos
| Título | Common Courtesy |
| Agencia | McGarrah Jessee |
| Campaña | Common Courtesy - Frost Bank |
| Anunciante | Frost Bank |
| Marca | Frost Bank |
| Posted | Enero 2005 |
| Producto | Financial services |
| Sector Empresarial | Banca, finanzas, legislación y seguros |
| Lema | We're From Here |
| Sinopsis | The ad takes a subtle and sophisticated approach that caters to those individuals who understand that there¹s more to Texas than just cowboy boots. The We¹re From Here message is visually communicated by enlisting color washed, black and white photography of a big Texas sky as the backdrop for the plain-speak messages communicated in headlines. The headlines are executed with vintage script type that appears to be burned into the background photo. As a result, the campaign looks and feels as timeless and familiar as the ideas it conveys. |
| Filosofía | McGarrah/Jessee produced a series of print ads that remain true to the bank's Texas heritage. The "We're From Here" positioning is presented in a distinctive, even startling visual treatment with new copy that addresses the myriad of financial services available. Hence, communicating a financially sophisticated bank that has not changed its customer care philosophy in 137 years. |
| Problema | The goal of the current print campaign is to raise awareness that Frost carries all the capabilities and financial sophistication of today's mega-banks but hasn¹t forgotten the value of personal attention that a small town bank can offer. It is the first ad McGarrah/Jessee has produced that specifically mentions the bank's broad spectrum of services. |
| Resultado | Since ads just began three weeks ago, it is too soon to provide accurate results. |
| Medio | Publicidad en revistas |
| Mercado | Estados Unidos |
| Director artístico | Michael Anderson |
| Responsable de conceptos / redactor | Brooks Jackson |
| Director creativo | James Mikus |
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