First National Bank asked Bozell to help them encourage more people to open a checking account. Based on our research, we began planning to execute a highly impactful campaign, which included an assortment of pre-roll, ABC and NBC online, Hulu, and banner digital video running within related financial content as well as print, radio and outdoor. The creative idea behind these the campaign was the fact that some things you only notice when they don’t work: plumbing, electricity, technology. They’re things that you shouldn’t have to worry about – they should just work. But when your checking account doesn’t work, you get charged a fee. In these ads, we wanted to show people that checking with First National Bank is worry free, because we took out all the hidden and nuisance fees that other banks include in their free checking accounts. At the end of the day, we wanted the audience to feel the carefree and honest tone, and to begin to generate a human connection.