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U.S. Bank
- Campaign
- Digital
- Marketing
Assignment
For 161 years, U.S. Bank has been empowering its clients’ potential in both big and small ways. In early 2024 they asked us to develop a new brand campaign to help tell this story to the world.
What We Did
We created “The Power of US,” campaign, highlighting the relationship between U.S. Bank, its clients, its people, and its products. “To achieve this, we developed a campaign that resonates with a wide range of people, including business owners, new parents, U.S. Bank employees, and institutional bankers.”
The campaign is centered around a brand film, “All In,” and subsequent spots “Adulting,” “Enjoying the Rewards” and “Perfect Merger.” Viewers may recognize a familiar voice — actor Jake Gyllenhaal.
Each story told is rooted in the idea that U.S. Bank understands what actually goes into achieving your goals. And while the end result is something to celebrate, it takes a partner who is there with you every step of the way. And this message of collaboration and togetherness is something the world definitely needs in this moment. There is nothing as powerful as the power of us.
"The campaign developed brings to life our purpose, Powering Potential, and tells our brand story through the moments that unite us — from our clients to our tellers, advisors, branch managers, commercial bankers and everyone in between. We used data to replicate what it would be like to talk to them, almost as if they were live humans. We did this from strategy to brief, including creative development, and this approach led us to dramatically shorten the development time of the campaign."
How we did it
Using the power of the Superconductor, we were able to develop AI audiences that both informed and evaluated the campaign, conducted a competitive analysis to uncover opportunities for U.S. Bank, and crafted a strategy to unlock the brand’s latent equity.” The campaign was developed through a collaborative process across business lines, allowing U.S. Bank to reflect on its organization and identify what sets it apart from its peers.”
