Union Bank – Black History Month
Each year, Union Bank develops a Black History Month campaign to develop content that can be leveraged across multiple tactics that highlights Union Bank and its external outreach to diverse communities.
My idea was to focus the campaign around the concept of learning from the past to know where you’re going. Popularized by the Ghanian word, “Sankofa”, representing the need to reflect on the past to build a successful future, this concept is well regarded among African American and other ethnic communities in the global diaspora.
Our team used a mix of web design, ads and talent from various disciplines for video content to position Union Bank as the bank of choice for their multicultural audiences.
ClientUnion BankAwardsMulticultural Excellence Awards (ANA)RoleAssociate Art DirectorCDMarcus TaylorAgencyCarol H. Williams AdvertisingYear2014
Problem
Union Bank desires to develop content that can be leveraged across multiple tactics that highlights Union Bank and its external outreach to diverse communities using Black History Month to kick off a multicultural campaign.
Develop an asset that can be leveraged across multiple tactics that highlights Union Bank’s value proposition and external outreach to diverse communities; Drive traffic to Union Bank existing online channels to increase engagement; Differentiate Union Bank from competitors and typical corporate videos
The campaign is meant to increase the awareness and knowledge of water safety and help decrease the number of drowning deaths occurring within urban ethnic communities.
Solution
Create a campaign to reach Union Bank’s African American audiences emphasizing bridge the gap between the older generation and younger generation by highlighting industry leaders and the greats that came before them.
Web Design (Version 1)
Web Design (Version 2)
Recap
