Fallon has launched KeyBank’s latest brand strategy and creative campaign under the KeyBank Opens Doors platform. The messaging demonstrates just how deeply KeyBank cares about people and communities.
The campaign, featuring the approachable and inviting voiceover of actress Katey Sagal, is led by Fallon and includes the brand’s first-ever community-focused mass media effort.
“To really put people inside KeyBank’s shoes, we illustrated how employees are helping everyday people break down barriers,” said Nikki Baker, Co-Chief Creative Officer at Fallon. “The impact being made outside of the bank’s four walls is what really matters, and we aim to produce the most unbank-like work you’re going to see.”
A community mindset has always been an integral part of KeyBank’s makeup. Its Community Benefits Plan is just one example, committing $40 billion across initiatives that protect the environment and bring us closer to social, economic, and racial equality.
“Beyond Banking” scenes highlight just a few ways in which KeyBank employees get out from behind their desks through real-world organizational programs such as Neighbors Make the Difference Day and KeyBank Assists. Watch below:
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“This work embodies what we’ve been doing as a bank for generations—putting people before profit, understanding our clients inside-and-out, and participating as a neighbor rather than a business,” said KeyBank Chief Marketing Officer, Justin Morcelle. “It’s about more than the products and services we offer. It’s about exceeding what’s expected for our clients and communities.”
The KeyBank Opens Doors platform debuted in 2020. Pushing off of a hugely commoditized category full of jargon, Fallon strategy, creative, and media have continued to focus on embracing genuine, human insights and allowing people to see themselves in the work.
Both KeyBank and Fallon take pride in recognizing that there are numerous individual and family-based stories out there and that no two financial journeys are the same. The “disarmingly empathetic” tone of the KeyBank Opens Doors platform celebrates those finance-related moments, no matter how big or small, that make us beautifully human. Watch below:
The 2022 installment showcases live-action, audio, unique design elements, and activations spanning KeyBank’s footprint in the form of broadcast, digital, social, OOH, experiential, and radio. Fallon leads the KeyBank business out of its New York office.
CREDITS:
CLIENT: KeyBank
- Justin Morcelle––EVP, Chief Marketing Officer
- Michael Varvaro––SVP, Brand, Creative & Media
- Jill Dalton––SVP, Enterprise Brand Marketing
- Kathy Walters––VP, Integrated Brand Marketing
- Terri Tancredi––Senior Marketing Consultant
AGENCY: Fallon
- Nikki Baker––Co-Chief Creative Officer
- Leslie Shaffer––Co-Chief Creative Officer
- Melissa Hoke––Creative DirectorReed Hoffman––Copywriter
- Veronica Kraus––Art Director
- Savanah Brihn––Strategy Lead
- Emma Pindell––Senior Strategist
- Brendan Lawrence––Director of Integrated Business Affairs
- Rob Lee––Senior ProducerAndy Rhode––Director of Media
- Rachel Quinlan––Group Media DirectorSarah Stevens––Group Media Director
- Sam Donovan––Media PlannerJuliet Dupont––Assistant Media Planner
- Matt Garcia––Managing Director & Head of Account Leadership
- Chase Haviland––Group Account Director
- Karli Kolbert––Account Supervisor
- Melanie Castell––Account SupervisorIra Boudah––Account Supervisor
- Cynthia Saad––Account Manager
- Marissa Gedis––Account Manager
