M&T Bank

Understanding What’s Important

Each new campaign for M&T had the challenge of either reinvent the existing branding or develop something new. With Understanding What’s Important it was a something new to play up their tagline, how the bank relates to people and what their needs are, and helps businesses big and small because of their understanding. The Green Flag had played such a prominent role in their previous work it was worked in more subtly in the background green banner and on the end card of the television spots.

Business across multiple states were featured, interviewed and photographed. Hundreds of files for the various branches across all markets and publications were created within the M&T guidelines.