M&T Bank
Is Important Campaign
As an evolution of the Understanding What’s Important tagline we developed the “is important” campaign creative. The words were placed over photos to let the emotion of the photography tell a stronger part of the story. The product tie-in remained at the bottom of the posters.
We also created additional materials for inside the bank branches, television spots with an authentic feel by sourcing user generated content and also expanded the campaign for the Buffalo football market in the fall.
To provide an example of what the tagline “Understanding what’s important” truly means, we created :30 TV spots featuring a range of special moments in the lives of ordinary people. All are user-generated clips and the idea was not only to show that M&T recognizes these moments matter, but also to express subtly that the bank is here to help you achieve these moments.
The campaign was a hit with the bank and was easy and affordable to produce for the Bills campaign. Because we were not able to purchase user-generated clips online we collected them from coworkers, clients and created them with real fans.
