NEW YORK, USA — Truist unveiled a new campaign, “Unstoppable Together,” highlighting the bank’s unique ability to bring clients both deep financial knowledge coupled with unwavering care, a differentiator in the financial services industry.
The new campaign, developed in partnership with creative partner StrawberryFrog, marks an evolution in creative strategy for Truist, based in large part on feedback from consumers. Truist’s research showed that while clients look to banks for their financial experience, what’s missing is a bank that supercharges that knowledge with genuine customer care. And focus group participants say they believe Truist can provide both.
“As a purpose-driven bank, we formed our company with the purpose to inspire and build better lives and communities, and it’s through care that we bring that to life – care is core to our DNA,” said Sherry Graziano, Head of Digital, Client Experience, and Marketing for Truist. “Our research shows that while care is what makes us special, it’s the combination of knowledge plus care that truly sets us apart.”
The campaign is called “Unstoppable Together” because when that unique combination of care and knowledge comes together, clients feel unstoppable.
The campaign launched with the 30-second TV spot The Catch during the Atlanta Braves’ home opener at Truist Park. It tells the story of how a coach leads and mentors a young baseball player to become confident in his abilities and reach his full potential, much like Truist teammates do for their clients when they deliver banking knowledge with a high level of care. The spot is an example of how great things are possible when knowledge and care come together and closes out with the key message: “Leaders in banking. Unwavering in care.”
In addition to showing Truist’s deep bench and distinct, caring approach, “Unstoppable Together” addresses the desire for a banking experience that goes beyond conventional. Truist’s wide range of services is brought to life through a series of inspiring creative executions, showcasing stories of achievement and transformation. Expect to continue to see additional executions of the message in future advertising throughout the course of this year and beyond.
“We are unveiling a creative platform that can last many years. Truist is purpose-driven and the ‘Unstoppable Together’ campaign focuses on what makes banking meaningful to Americans today and in the future,” said Scott Goodson, Founder and CEO of StrawberryFrog. “When you see the campaign, you’ll recognize those moments in life where having a knowledgeable and caring person beside you, helps you bring it all home.”
Credits:
CLIENT: Truist
Sherry Graziano – Head of Digital, CX and Marketing
Elizabeth Ventura – Head of Brand Enterprise Marketing
Kristin Shuff – Director of CSBB, Payments, & Digital Capabilities Marketing
Scott Johnson – Director of Design and Creative Production
Mark Benedict – Creative Production
Sarah Hightower – Creative Production
Joli Murtha – Director of Brand Strategy, Management & Corporate Marketing
Laura Powell – Brand Marketing Strategy
Jennifer Chisholm – Brand Marketing Planning
AGENCY: StrawberryFrog
Tyler DeAngelo – Chief Creative Office
Shana Bellot – Managing Director
Nicole Drinkwater – Group Creative Director
Matt Dalin – Group Creative Director
Chip Walker – Head of Strategy
Dori Ellowitch – Group Business Director
Katelyn Diekhaus – Business Director
Steve Ford – Executive Producer
Venessa Merrin – Head of Production
Nikita Merrin – Business Affairs
PRODUCTION: RSA Films
Jake Scott- Director
Chris Soos – Director of Photography
Buddy Brakha – Executive Producer
Jason Groves – Line Producer
POST: Rock Paper Scissors
Adam Pertofsky – Editor
Eve Kornblum – Managing Director
Justin Kumpata – Executive Producer
Head of Production: Cynthia Laplaige
Producer: Niaomi McGarrell
Assistant Editor: Ashley Tantillo
After Effects: Alex Scott and Val Babayants
COLOR: RareMedium
Heath Raymond – Executive Producer
Evan Bauer – Color Producer
Mikey Rossiter – Colorist
VFX: ArtJail
Steve Mottershead – Founder, Creative Director
John Skeffington – MD, Executive Producer
Adriana Wong – Vfx Producer
Marcus Wood – Flame Artist
Shoot Supervisor – Doug Bloom
Compositors – Kshitij Kahanna, Ben Macchiano
CG – Sandor Toledo
Design – Matt Greenwood
MUSIC SUPERVISION & LICENSING:
Junto Sounds – Clearance & Licensing
Jared Gutstadt/Audio Up – Music Supervisor/The Catch
MUSIC PRODUCTION:
Junto Sounds
FINAL MIX: Sonic Union
Michael Marinelli – Co-Founder, Mixer, Sound Designer
Mary Kate Valentino – Executive Producer
