FIFTH THIRD PRIVATE BANK
Creating a dialogue on change and innovation between Fifth Third Private Bank and their high-value clients. In collaboration with the Wall Street Journal and Leo Burnett.
— Challenge
Fifth Third Private Bank and their agency-of-record Leo Burnett wanted to create meaningful dialogue between high-value clients and the bank through their network of financial advisors. The goal was to generate awareness of the significant philanthropic and community development programs that Fifth Third Private Bank has sponsored and affiliate the bank with entrepreneurial thought leaders, to elevate bank brand equity..
— Strategy
Create a content marketing campaign focused on communicating curiosity as a driving force for change, on issues both local and global.
— Content
With editorial direction from the Wall Street Journal we developed content that engaged clients and fostered communication. The content was shared via a multichannel platform that included a print publication, videos and website.
— Design
We designed and produced assets for various platforms and uses. Additionally, our task included hiring artists, designers, photographers, along with producing photo/video shoots. The visual language we used was a curious combination of artistic, structured and sophisticated, with surprising quirky touches.
— Solution
Explore the stories of people who are changing peoples’ lives for the better — by identifying a need, recognizing they could make a difference and taking actions to help. These impactful stories, that were produced across print, digital and video, made a strong statement individually, as well as, tell a powerful story as a unit.
Our successful approach increased awareness and opened new channels of communication with difficult to reach high net-worth clients.
— Deliverables
Strategy, Content, Branding, Print Magazine, Website, Video, Interactive Graphics, Art Direction, Design, Manage Production, Build Creative Team
— Partners
Art Director Mia Dahlmer, Editor-in-Chief Andy Sobel, Fifth Third Private Bank, The Wall Street Journal, Leo Burnett and Hiccup NY
— Awards
MIN Editorial & Design Awards Finalist & Hall of Fame — Editorial, Single Issue, with TIME Person of the Year and O, The Oprah Magazine, September Issue
We took a hands-on approach on a story on heirloom-variety seeds and how saving them may help future farmers restore biodiversity to their crops — and our diets. Our concept of a phoenix rising from the ashes, incorporated dozens of heirloom-variety vegetables mentioned in the story. Photographed by Andrew McCaul, with food and prop styling by Eugene Jho and Wendy Schela.
Some samples of the unique stories and layouts on change and innovation created for the MIM-nominated print publication.
Our goal was to create out-of-the-box solutions for Fifth Third Private Bank. Hence, we created memorable ways of communicating the bank's insightful stories, by commissioning unique artists to create art that was used in print and online as infographics.
Illustrations by Janine Rewell, Owen Gildersleeve, Studio MUTI, Antti Uotila and Elise.
For the Making it Right story on new age inventors, we produced a video showing how 3D printing is helping people live better lives today. In the video we introduce Ethan, a fun-loving kid with a deformity on his left hand. Ethan now has a custom 3D printed hand thanks to E-Nable, an organization that fits people in need with prosthetic devices. Thanks to 3D printing Ethan is living life to the fullest and is the center of attentions thanks to his futuristic hand.
The digital versions of the stories provided a deeper look, by adding interactive graphics, facts and videos for an engaging experience. Users were able to engage with the Curiosity content by selecting the “EXPLORE” tab, which gave them the options of exploring the content via, Stories, Videos, Features and Latest Issue. Additionally users could search for content via a keyword search.
