As PNC Bank started expanding their branch network across the U.S., they needed a campaign that would simply and quickly convey the breadth of capabilities they offer, while also speaking to their brand DNA — a main street bank dedicated to moving all forward financially.
Our solve was the Forward Is campaign, relatable and witty body of work that defines the many ways PNC does just that — move customers, clients and communities forward financially.
We launched the campaign with our :30s TV spot titled Lemon Kid. Through the story of a lemon-obsessed (and adorable) little entrepreneur, we highlighted all of the tangible ways and community-based initiatives that PNC is using to make a difference in the communities they serve.
We followed Lemon Kid with a collection of :15s pre-roll videos that spoke to everything PNC can do, from consumer to corporate banking and beyond. We knew it was important to create well-crafted, quick-hitting creative that would both introduce PNC Bank and be flexible enough to showcase their many products and services.
DIRECTORS: Peter Martin | The Corner Shop / ECD: Jeff Vinick, Joanne Scannello / CD Art: Dahee Song / CD Copy: Jeff Good / AD: Jasmine Gainous / CW: Amanda Brown