A TV and digital spot ad campaign created for Harborstone Credit Union. Our goal with the campaign is to translate the Harborstone brand into an emotive story that tells the audience who Harborstone is, explains what makes Harborstone different and conveys why Harborstone do what they do.
THE EMOTIONAL CENTER
A successful commercial has a singular message and an emotional takeaway that cuts through and connects with an audience.
For Harborstone we have placed the emotional brand value of Empathy at the center of the spots. This connects to the company’s point of difference as having “heart” – to have “heart” you need empathy.
TRANSLATING “EMPATHY” INTO A CAMPAIGN
When does empathy happen? Everyday. How do we show empathy? Everyday someone is going through a life stage that is significant for them. But it helps having someone to support you, being there at the right time with the right products and advice. Not in an overt and intrusive way but resolute and genuine; thinking of your long-term benefits while building trust and equity.
We built the campaign on a theme of EVERYDAY LIFE STAGES.
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