Remember when banks were boring? Well then financial services came onto the scene, chasing after up-and-coming young things with fresh ideas and a sense of humour.
So banks – OK, some banks – have realised they have to be more human to connect.
Arnold Worldwide has made PNC very human. So human it can laugh as the NFT investment craze that lasted for about five minutes – and other fad investments that aren’t great investments.
The social campaign, If Risky Investments Were People, strengthens PNC’s position as the alternative to seductive but often disappointing fads. It extends the work begun last year that turned the little-known bank into a distinctive brand with the platform, Brilliantly Boring Since 1865. The campaign aligns itself to the TikTok trend, What if brands were people?, asking the same thing for the investments that tend to flood people’s feeds. The campaign uses humour and cultural relevance to remind people that flashy trends come and go, but smart, steady choices stand the test of time.”
“Our feeds are already crowded with influencers who prey on financial fears,” stated James Bray, executive creative director at Arnold Worldwide. “So we thought, what if we created a few of our own – each one embodying a questionable investment plan – to show the value of a safer, smarter choice: boring banking.”
Credits:
Client: PNC
Chief Marketing Officer: Jenn Garbach
SVP, Director of Marketing & Paid Media: Dresdyn Hefferen
SVP, Group Marketing Manager: Amy Farrell
VP, Marketing Manager Senior: Sara Needham
Marketing Lead:Ben Langdon, VP
Creative Agency: Arnold Worldwide
Executive Creative Director: James Bray
SVPs, Group Creative Directors: Joe Fallon & Molly Adler
Associate Creative Directors: Jesse Yowell & Scott Cooney
VP, Strategy Director: Ryan Vinnicombe
Strategy Director: Colleen Saville
Director of Business Affairs: Elyssa Ahern
Business Affairs Associate: Sammy Ouansa
SVP, Head of Production: Paul Shannon
SVP, Executive Producer: Whitney Bogosian
EVP, Marketing Director: Sarah Taylor
SVP, Marketing Director: Laura Allen
Marketing Director: Jaclyn Posner
Senior Marketing Manager: Maddie Basirico
Paige Hardy, Marketing Manager: Paige Hardy
Senior Editor: Will Gregg
Production Company: Chirp Films x Four Twelve Films
Director: McMint
Line Producer: Mario D’Amici
Production Designer: Mark Davis
Costume Design: Scott Molampy @ Geppetto Studios, Inc
Costume Design: Matt Krivicke
Prop Master: Patrick Reidy
Hair & Makeup: Jo Holland
