Services Network Advertisements
Ideation and execution strategy for the 2023 ICBA ad campaign that runs throughout their services network. This campaign spotlights the talent and efforts of real employees, sharing their stories and celebrating their successes as a way to humanize to company overall and better connect with the customer.
PROCESS + OUTPUT
6 distinct campaign ideas are pitched, capturing different strategies that will be flexible enough to work in a variety of ad environments, all derived from the same brief (focused on the same goal). We explore viability, poke holes in weaknesses, and ultimately decide on the version below. The final direction pairs professional headshots (low effort, ample assets), expert recoloring, and carefully crafted headlines to prop-up the storytelling in the copy.
