Atlantic Central Credit Unions
Advertising
Art Director: Kenzie Cameron
Copywriter: Sophie Hebert
Designers: Arin MacNeil, Kenzie Cameron, Zach Gallant
Video Production: Accomplice Content Supply Co.
Photography: Riley Smith
The Brief
Atlantic Central represents each of Atlantic Canada’s credit union branches. As a collective, credit unions found that potential customers weren’t aware of many of their service offerings—some not even realizing a credit union as a financial institution. This problem led to many Atlantic Canadians leaving credit unions out of the conversation entirely when considering who to bank with.
The Campaign
A campaign was launched to help educate Atlantic Canadians about Credit Unions as a beneficial banking option. This campaign was strategically divided by awareness, consideration, and conversion phases; each with a unique messaging strategy.
In awareness phase messaging, we positioned Credit Unions as the Atlantic financial institution that understands what it means to be Atlantic Canadian. This was done by accentuating uniqueness through varying scenes, scenarios, or characters paired with the consistent pay-off of “Banking As Unique As You Are.” Tone was conversational in this phase, adding to the authentic Atlantic Canadian atmosphere.
We introduced proof points in the consideration phase, highlighting a specific offering or feature that might encourage viewers to find out more.
Finally, the conversion phase was handled entirely by Credit Unions’ internal creatives. To facilitate this, templates were designed to match campaign visuals.
