Put Your Money to Work

Banks have been communicating their savings products for centuries. At this stage, it is very difficult to capture the public's attention with content that is not very similar to that of the competition.

This is a very rational category and creating a communication that generates an emotional connection is becoming an increasingly difficult challenge.

In today's society, people are used to immediacy, so talking about waiting for a benefit is very unsexy. Banks are boring and talk about numbers, while consumer products talk about lifestyle, which we all find more interesting.

You can have money sitting around producing nothing, or you can use your savings to get a return on it in a savings account.

We proposed to the public to be smart and put their money to work.

The idea is very simple: we literally put money to work.

We turned the characters from the most recognizable banknotes into professionals of some of the most frequent trades of the bank's customers.

In addition to the visual impact of seeing Benjamin Franklin as a baker, Alexander Hamilton as a bartender and Ulysses Grant as a rancher, we created fun story lines to give the money personality and tell stories that would convince the audience of their qualities as workers.

But the stories are not about them, they are about the bills.