How does a regional bank compete with the Nationals? Don't try to be National.
People don't really care about banks - but they care about where they live. We positioned Associated Bank as the fuel for the Midwest. When you bank with Associated, the money gets put back in the Midwest, making it a better place for all of us. "Your money works here."

We wanted to turn customers into proud evangelists. A launch piece to existing customers (and internal audiences) reminded everyone of the positive benefits to the Midwest they've already been part of. 
 Location-specific OOH, reminds people of the projects and progress we've helped make possible. 

TEAM:  CD - Michelle Cherland     CW -Danny Walsh   ACD/AD - Taylor Snyder   Designer - Jacob Boie
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