Firstbank: Lance

Credits & Description:

To promote free checking, TVcâs (plus online/OOH/print) begin by acknowledging consumer distrust of âfree.â Then restore that faith with a suite of undeniably, unasteriskably, un-with-purchase-ably free giveaways.
The television commercials, one :30 and three :15s, show big-ticket housewares (couch, flat-screen, vacuum cleaner) left out on the street, marked âfree.â Passers-by poke, prod, frown at and pass up the goods, while a V.O. muses, âHave you ever noticed how skeptical people are of âfreeâ? As if the word âfreeâ automatically means something must be wrong? Well, what if âfreeâ really just meant free?â Supered text reads, âRestore your faith in free,â and V.O. ends, âGet mobile banking, alerts, and great customer service. And get it free.â Additional, pared-down support advertising, headlined âFree Happensâ and running online and in OOHâand print, just shows people looking drop-jaw stunned.
The payoff, so to speak, is the five surprise, experiential give-aways: 500 delivery pizzas, in boxes labeled âEnjoy this free sample of freeâ; 1500 food truck meals alongside signage reading: âThere is such a thing as a free lunchâ; pedicab rides to and from baseball gamesâdrivers wearing âFree Happensâât-shirts; at outdoor free movie nights, an announcer appearing, first on-screen, then live on-stage, to give away a free Kindle Fire HD; and complimentary âFree Happensâ recharging stations at Denver International Airport.
The campaign targets a broad, young (18 â 34) audience, mirroring free checkingâs greatest appeal. TVâruns on broadcast and cable channels such as ESPN, MTV, AMC. Giveaway categories/venues (delivery pizza, food truck, baseball game, outdoor concert) skew young.
Category: Finance & insurance
Client: FirstBank
Agency: TDA_Boulder
Production: HSI
Country: United States of America
Director: Ryan Ebner
Executive Creative Director: Jonathan Schoenberg
Creative Director: Jeremy Seibold
Art Director: Austin O’Connor
Copywriter: tim kelly
Producer: Patty Paz
Producer: Craig Repass
Executive Producer: Michael McQuhae
Sound Studio: Lime Studios
Sound Design: Dave Wagg
Visual Effects: Nave
DoP: Igor Jadue-Lillo
Agency Producer: Susan Fisher
Post production: Cosmo Street
Editor: Katz
Photographer: Jamie Kripke
Designer: Evan Parsons
Assistant Editor: Zoe Mougin
Color Correct: Company 3
Telecine Operator: Mike Pethel