A SECTOR OFTEN VIEWED AS COLD AND DISTANT SHOWS ITS MORE CUSTOMER-FRIENDLY SIDE VIA INNOVATIVE SERVICES AND TOOLS.
It isn’t always easy for banks to seem approachable, but the top campaigns this year leaned in to the customer experience. Starting with the brave and laudable “True Name”, from Mastercard and McCann New York, which allowed transgender and non-binary people to display their chosen name on their cards. The campaign appears here twice – both as a film and a broader campaign that saw the policy adopted by several banks. Mastercard also crops up in fifth place with a very on-brand promotion linked to a solar eclipse. Elsewhere, time travel was trending. For Sberkassa in Russia, a visitor from 1973 discovered the advantages of digital banking. And an ad for the documentary The Last Dance, about Michael Jordan, used Deep Fake technology to whisk a famous TV sports presenter back to the 90s.
It isn’t always easy for banks to seem approachable, but the top campaigns this year leaned in to the customer experience. Starting with the brave and laudable “True Name”, from Mastercard and McCann New York, which allowed transgender and non-binary people to display their chosen name on their cards. The campaign appears here twice – both as a film and a broader campaign that saw the policy adopted by several banks. Mastercard also crops up in fifth place with a very on-brand promotion linked to a solar eclipse. Elsewhere, time travel was trending. For Sberkassa in Russia, a visitor from 1973 discovered the advantages of digital banking. And an ad for the documentary The Last Dance, about Michael Jordan, used Deep Fake technology to whisk a famous TV sports presenter back to the 90s.
Most awarded
campaigns, brands &
agencies in
Finance in
2021
Most awarded
campaigns, brands and
agencies in
Finance in
2021
CAMPAIGNS
BRANDS
Brand | ||
---|---|---|
1 | Mastercard | |
2 | NRMA | |
3 | Sberkassa | |
4 | State Farm | |
5 | HSBC |
AGENCIES
Name | ||
---|---|---|
1 | McCann New York | |
2 | CHEP Network, South Yarra VIC | |
3 | Leo Burnett Moscow | |
4 | Translation, New York | |
5 | FP7/DXB - McCann Worldgroup, Dubai |
Watch
1. Mastercard / True Name (127s)
标题 | True Name (127s) |
Brief | We created True Name: the first payment product where people could feature their chosen name on their card.Mastercard went to banks with support from the LGBTQIA+ community. There was some interest, but no banks would commit. But we believed in the idea, so put our reputation on the line – and announced True Name anyway.This was a bold and unprecedented challenge to the market: we were announcing a credit card that we couldn’t make without a bank – to convince banks that it had to be made.Mastercard launched the idea for True Name through a 360 campaign at World Pride 2019 in NYC. This included creating panels where Trans and Nonbinary advocates spoke on the impact True Name could make to people’s everyday lives, PR placements, advertisements during the Pride Parade broadcast, and social and OOH placements. |
广告公司 | McCann New York |
广告战役 | True Name |
广告主 | Mastercard International |
品牌 | Mastercard |
Posted | 11月 2021 |
行业领域 | 信用卡 |
剧情简介 | We created True Name: the first payment product where people could feature their chosen name on their card.Mastercard went to banks with support from the LGBTQIA+ community. There was some interest, but no banks would commit. But we believed in the idea, so put our reputation on the line – and announced True Name anyway.This was a bold and unprecedented challenge to the market: we were announcing a credit card that we couldn’t make without a bank – to convince banks that it had to be made.Mastercard launched the idea for True Name through a 360 campaign at World Pride 2019 in NYC. This included creating panels where Trans and Nonbinary advocates spoke on the impact True Name could make to people’s everyday lives, PR placements, advertisements during the Pride Parade broadcast, and social and OOH placements. |
问题 | For many in the LGBTQIA+ community, the name on their credit, debit or prepaid card does not reflect their true identity, causing painful daily reminders of a conflict between their true name and the name on their card. In 2019, we worked to ease this pain point by creating True Name, a first of its kind feature that makes secure payments truly safe for all. |
媒体类别 | 案例研究 |
Entrant Company | McCann New York |
2. Mastercard / True Name
标题 | True Name |
标题 (原始语言) | Acceptance Matters |
广告公司 | McCann New York |
广告战役 | True Name |
广告主 | Mastercard International |
品牌 | Mastercard |
首次发布日期 | 2021 / 6 |
行业领域 | 信用卡 |
媒体类别 | 电视 |
长度 | |
广告经理 | Cheryl Guerin |
首席创意官 | Thomas Murphy |
首席创意官 | Sean Bryan |
Global Executive Creative Director | Pierre Lipton |
Global Executive Creative Director | Adrian Botan |
执行创意总监 | Pete Jones |
集团创意总监 | Cinzia Crociani |
联合创意总监 | Lucas Crigler |
美术指导 | Andre DeCastro |
制作公司 | Hungry Man |
导演 | Brian Buckley |
3. Sberkassa / George from 1973
标题 | George from 1973 |
广告公司 | Leo Burnett Moscow |
广告战役 | George from 1973 |
广告主 | Sberkassa |
品牌 | Sberkassa |
Posted | 6月 2021 |
行业领域 | 银行与金融服务、投资、证券服务 |
媒体类别 | 电视 |
长度 |
4. Mastercard / True Name
标题 | True Name |
广告公司 | McCann New York |
广告战役 | True Name |
广告主 | Mastercard International |
品牌 | Mastercard |
Posted | 4月 2021 |
行业领域 | 银行、金融、法律和保险 |
媒体类别 | 其他 |
长度 | |
制作公司 | Hungry Man |
导演 | Brian Buckley |
执行制片 | Mino Jarjoura |
执行制片 | Caleb Dewart |
执行制片 | Dan Duffy |
剪辑师 | Jason MacDonald |
5. State Farm / The Last Dance Deep Fake
标题 | The Last Dance Deep Fake |
广告公司 | Translation/ ESPN CW |
广告战役 | The Last Dance Deep Fake |
广告主 | State Farm |
品牌 | State Farm |
Posted | 4月 2021 |
行业领域 | 银行、金融、法律和保险 |
媒体类别 | 其他 |
长度 | |
Chief Executive Officer / Founder | Steve Stoute |
集团创意总监 | Alex Kaplan |
集团创意总监 | Barry Katz |
美术指导 | Dupree Bostic |
文案 | Lucas Kelly |
客户总监 | Julia Farber |
客户主管 | Stephen Rich |
Assistant Account Executive | Bridget Derraugh |
Group Strategy Director | John McBride |
Strategy Director | Shani Syphrett |
Strategist | Megan Mundo |
Group Context Director | Joel Rodriguez |
Senior Context Strategist | Jay Legaspi |
Senior Data Analyst | Jineen Carcamo |
Senior Project Manager | Ali Schurz |
VP ESPN CreativeWorks | Carrie Brzezinski-Hsu |
VP Production ESPN CreativeWorks | Anthony Nelson |
Sr. Director Production ESPN CreativeWorks | Kyle Wright |
Sr. Creative Director ESPN CreativeWorks | Jay Marrotte |
Creative Director ESPN CreativeWorks | Jamie Overkamp |
Producer ESPN CreativeWorks | Nick Aquilino |
Writer ESPN CreativeWorks | Andy Truong |
Director Talent Management ESPN | Chris Duffy |
Director Talent Relations ESPN | Lisa Stokes |
Sr. Social Media Brand Content Specialist ESPN | Nicole Gartner |
Manager CW Strategy | Colin Ryan |
导演 | Amy Adelbush |
Associate Director | Meghan Barron |
Supervisor | Sam Rosin |
Assistant Account Executive | Daniel Johnson |
Associate Director | Evin Gerofsky |
客户主管 | Caileigh Tauckus |
创意总监 | Shaun Collings |
Managing Director | Geno Imbriale |
执行制片 | Kate Aspell |
剪辑师 | Louie Cohen |
Audio Post | Eleven |
Rod Basham | |
摄影指导 | Carlos Reyes |
Head of Production | Sparkle Jones |
剪辑师 | James Boger |
Audio Post | TJ Dumser |
动画 | Darren Dai |
Chris Weingart |
6. MasterCard / Astronomical Sales (167s)
标题 | Astronomical Sales (167s) |
广告公司 | FP7/DXB - McCann Worldgroup |
广告战役 | Astronomical Sales |
广告主 | Mastercard International |
品牌 | MasterCard |
Posted | 11月 2021 |
行业领域 | 信用卡 |
剧情简介 | In the slowest retail period in Dubai (right after the festive shopping season), on 26 December, Mastercard built a unique data-driven promotion, in partnership the leading homegrown e-commerce platform.Tied to a rare eclipse that had been 172 years in the making, we created a priceless shopping experience.Astronomical Sales helped Mastercard win attention, share-of-wallet and grow users.At the same time, it built trust by trial in a predominantly cash-on-delivery shopping culture:Results:15 times higher than usual in the banner click through rate on Noon.com’s homepage.18,282 new registered Mastercard users on noon.com in one day vs. the average benchmark of less than 1,000 a day.8,000+ active users during the eclipse period vs. the average of less than 200 for the same duration on the best day.All products promoted were sold out during the eclipse – a record for e-commerce in the UAE. |
问题 | Driving acquisitions and usage for Mastercard during UAE's festive and shopping season. |
媒体类别 | 案例研究 |
Entrant Company | FP7 McCann Dubai |
Idea | FP7 McCann Dubai |
Media | Dentsu Carat |
Sound | MangoJam Studio |
7. HSBC / The Homeless Bank Account
标题 | The Homeless Bank Account |
广告公司 | Wunderman Thompson UK |
广告战役 | The Homeless Bank Account |
广告主 | HSBC |
品牌 | HSBC |
Posted | 5月 2021 |
行业领域 | 银行、金融、法律和保险 |
剧情简介 | Traditionally, banks require photo identification and proof of address to open an account. But these are documents that many homeless people may no longer have. So, the way in which society’s financial system has been designed means that once you’ve fallen out of it, it’s incredibly hard to find your way back in.At HSBC UK branches, people without a fixed address can now open a bank account using a participating charity’s address as their proof of identity (as long as they are accompanied by a charity caseworker that is). This partnership allows the homeless to reconnect with society and helps break the cycle of financial exclusion.To raise awareness of the service we took to the streets using data to pinpoint locations with the highest levels of homelessness that were also in close proximity to an HSBC UK branch that offered the service. |
媒体类别 | 案例研究 |
长度 | |
客户主管 | Amirah Hajat |
创意团队 | Craig Hunt |
Strategist | Eleanor Metcalf |
设计师 | Graham Channon |
创意团队 | James Humphreys |
Business Director | Claire Chislett |
客户总监 | Luke Thornton |
客户经理 | Olivia Taylor |
Strategy Director | Omar El Gammal |
制作公司制片 | Tom Lawrence |
设计师 | Bryan Riddle |
8. BBK / The last older person to die in loneliness
标题 | The last older person to die in loneliness |
广告公司 | LLYC |
广告战役 | Invisible Loneliness |
广告主 | BBK |
品牌 | BBK |
Posted | 7月 2021 |
行业领域 | 银行、金融、法律和保险 |
媒体类别 | 案例研究 |
长度 | |
Announcement Team | Ursula Lopez |
Announcement Team | Sonia Egea |
Announcement Team | Mireya Alvarez |
制作 | Berde Produkzioak |
Sculpture Creation | Ruben Orozco |
Sculpture Creation | Clara-Ines Alcantara |
General Creative Direction | David-Gonzalez Natal |
创意总监 | Julio-Alonso Caballero |
战略企划 | Pablo Hernandez de Urrutia |
Junior Strategic Planner | Maria Olivares Aires |
PR / Corporate Communications | Pilar Torner |
PR / Corporate Communications | Maria Arocha |
PR / Corporate Communications | Asier Sannio |
PR / Corporate Communications | Carmen García Morales |
Graphic Design and Visual Identity | Maria Garcia |
Graphic Design and Visual Identity | Eugenia Mas |
9. MasterCard / Safe Waze 2 Shop
标题 | Safe Waze 2 Shop |
广告公司 | McCann Worldgroup Sp. z o.o. |
广告战役 | Safe Waze 2 Shop |
广告主 | Mastercard International |
品牌 | MasterCard |
Posted | 6月 2021 |
行业领域 | 信用卡 |
媒体类别 | 案例研究 |
长度 | |
美术指导 | Janka Szwykowska |
美术指导 | Anna Solianyk |
首席创意官 | Josh Stein |
创意总监 | Bartek Klimaszewski |
创意总监 | Mike Shuman |
创意总监 | Gail Pak |
执行创意总监 | Marcin Sosiński |
制片 | Dominika Grzegdala |
Social Media Manager | Natalia Żmuda |
Social Media Manager | Klaudia Karkulowska |
客户主管 | Natalia Rostworowska |
文案 | Zbigniew Marczak |
文案 | Filip Kurkiewicz |
客户主管 | Assya Daskalova |
客户经理 | Igor Seweryn |
客户经理 | Julia Lenoir |
Developer | Kamil Łobodiuk |
制作公司 | Isobar |
Content Creative, Copywriter | Lukasz Kolakowski |
Data Scientist | Marta Pędzik |
导演 | Marek Kolano |
Director, Head of Communications | Anna Marciniak |
Group Account Director | Emily MacLaurin-King |
Group Account Director | Patrycja Pachnik |
媒介公司 | Carat Poland |
Group Business Director | Małgorzata Tereszczenko |
广告经理 | Ewelina Kundys |
Marketing Director | Jerzy Holub |
Marketing Manager | Anna Borowska |
Marketing, Digital and eCommerce Director | Michał Sacha |
Motion Designer | Magdalena Bąk |
Motion Designer | Vladyslaw Kravets |
Motion Designer, Art. Director | Małgorzata Wojtkowiak |
Senior Analyst, Marketing | Małgorzata Szczerbińska |
Senior Communications Planner | Claudia Minella |
Solutions Architect | Tomasz Struczyński |
战略企划 | Adam Stasiak |
Strategy | Marcin Samek |
Technology Team Leader | Stefan Kasztelewicz |
Technology Team Leader | Konrad Ochal |
Traffic Manager | Jędrek Zamorowski |
UI Designer | Mikołaj Kołkowski |
Video Postproduction Manager | Rafal Jastrzebski |
VP, Digital Strategy | Michael Cooper |
10. Mastercard / Roadside Market
标题 | Roadside Market |
广告公司 | McCann Worldgroup Romania |
广告战役 | Roadside Market |
广告主 | Mastercard International |
品牌 | Mastercard |
Posted | 6月 2021 |
行业领域 | 信用卡 |
媒体类别 | 案例研究 |
长度 | |
广告经理 | Cosmin Vladimirescu |
Regional Creative Director | Catalin Dobre |
11. HomeEquity Bank / World's Oldest e-Sport Team
标题 | World's Oldest e-Sport Team |
广告公司 | Zulu Alpha Kilo |
广告战役 | World's Oldest E-sports Team |
广告主 | HomeEquity Bank |
品牌 | HomeEquity Bank |
首次发布日期 | 2020 / 11 |
行业领域 | 银行、金融、法律和保险 |
媒体类别 | 游戏 |
长度 |
12. HomeEquity Bank / World's Oldest E sports Team CS
标题 | World's Oldest E sports Team CS |
Brief | November 11th is Remembrance Day, when Canada honours its veterans. This tradition is fading among younger Canadians, many of whom are only connected to our military history through video games like Call of Duty. Home Equity Bank partnered with the Royal Canadian Legion to assemble a team of WWII veterans, all over 90 years of age. Banding together under the moniker Team Legion, they joined popular games based on WWII – not to play, but to tell their true stories to younger generations. They appeared live on gaming platforms like Twitch alongside popular video game streamers who joined them for an in-game moment of silence, listened to their stories and honoured their service. |
广告公司 | Zulu Alpha Kilo |
广告战役 | World's Oldest E-sports Team |
广告主 | HomeEquity Bank |
品牌 | HomeEquity Bank |
首次发布日期 | 2020 / 11 |
产品 | HomeEquity Bank |
行业领域 | 银行、金融、法律和保险 |
剧情简介 | To keep Remembrance Day relevant for younger generations, Home Equity Bank partnered with The Royal Canadian Legion to recruit four veterans (all over 90 years of age) to form the world’s oldest E-Sports team; “Team Legion”. Video game influencers on Twitch, YouTube and Facebook Live joined them on virtual battlefields not to play, but to lay down their controllers, hear their stories and honor their service. The world’s oldest E-Sports team reminded the young generation that war is not a game. |
媒体类别 | 案例研究 |
长度 | |
创意总监 | Zak Mroueh |
美术指导 | Vic Bath |
美术指导 | Michael Romaniuk |
文案 | Dan Cummings |
文案 | Jackson Kemp |
设计师 | Zoe Kim |
设计师 | Jeff Watkins |
设计师 | Vic Bath |
客户经理 | Anjelica Kapetanos |
客户经理 | David Tremblay |
Planning Team | Tim Hopkins |
广告经理 | Niary Toodakian |
广告经理 | Yvonne Ziomecki |
广告经理 | Vivianne Gauci |
广告经理 | Erin Wilson |
Media Manager | Dwayne Mataseje |
Media Manager | Mitchell Cornelisse |
PR Agency | Provident Communications |
PR / Corporate Communications | Morgan McLellan |
制作公司制片 | Mitch Cappe |
制作公司 | Zulubot |
剪辑师 | Micah Rix-Hayes |
Agency | Zulu Alpha Kilo |
Creative Director | Zak Mroueh |
Art Director | Vic Bath, Michael Romaniuk |
Writer | Dan Cummings, Jackson Kemp |
Designer | Zoe Kim, Jeff Watkins, Vic Bath |
Account Team | Anjelica Kapetanos, David Tremblay |
Planning Team | Tim Hopkins |
Client | HomeEquity Bank |
Clients | Niary Toodakian, Yvonne Ziomecki, Vivianne Gauci, Erin Wilson |
Media Agency | OMD |
Media Team | Dwayne Mataseje, Mitchell Cornelisse |
PR Agency | Provident Communications |
PR Team | Morgan McLellan |
Producer | Mitch Cappe |
Production House | Zulubot |
Editor | Micah Rix-Hayes |
标题 | Sloways |
广告公司 | CHEP Network |
广告战役 | Sloways |
广告主 | NRMA |
品牌 | NRMA |
Posted | 3月 2021 |
行业领域 | 保险 |
媒体类别 | 户外广告 |
长度 | |
Chief Marketing Officer (CMO) | Brent Smart |
Director of Content | Zara Curtis |
Brand Marketing Director | Sally Kiernan |
14. AAMI / Warning Spots
标题 | Warning Spots |
广告公司 | Ogilvy Australia & New Zealand |
广告战役 | Warning Spots |
广告主 | Suncorp Group |
品牌 | AAMI |
Posted | 6月 2019 |
行业领域 | 保险 |
媒体类别 | 案例研究 |
长度 | |
执行创意总监 | David Ponce de Leon |
创意总监 | Lenna Boland |
美术指导 | Axel Tagg |
联合创意总监 | Tom Russell |
Group Account Director | Milly Scott |
15. NRMA / Climate Warriors (Trailer)
标题 | Climate Warriors (Trailer) |
广告公司 | Thinkerbell Pty Ltd |
广告战役 | Climate Warriors |
广告主 | NRMA |
品牌 | NRMA |
Posted | 7月 2021 |
行业领域 | 保险 |
媒体类别 | 游戏 |
长度 | |
更多信息 | https://climate-warriors.squarespace.com/ |
Head Creative | Seshan Moodley |
执行创意总监 | Paul Swann |
Lead Thinker- Earned | Taylor York |
Thinker- Earned | Laura Mitchell |
Head Thinker | Ruth Hatch |
Chief Strategy Officer | Adam Ferrier |
Chief Marketing Officer (CMO) | Brent Smart |
Group Brand Strategy Director | Caroline Hugall |
Brand Strategy Lead | Anna Jackson |
Creative & Innovation Specialist | Danielle Picker |
Lead Thinker | Laura Popa |
Thinker | Josh Green |
Thinker | Jacq Henderson |
Head of Production | Grant Anderson |
广告公司制片 | Romy Turner |
首席创意官 | Jim Ingram |
Head Thinker- Earned | Natalie Duncan |
Director of Content & Customer Engagement | Zara Curtis |
Marketing Director, Brand | Sally Kiernan |
Advisor, Corporate Communications | Joanne McIntosh |
16. ANZ Bank / Mr Humfreez
标题 | Mr Humfreez |
广告公司 | TBWA Group New Zealand |
广告战役 | Mr Humfreez |
广告主 | ANZ |
品牌 | ANZ Bank |
首次发布日期 | 2019 / 8 |
行业领域 | 银行与金融服务、投资、证券服务 |
哲学 | Mr Humfreez by ANZ Bank is a household device that shows New Zealanders if their home is too damp or too cold. Instead of a plastic gadget, it’s a biodegradable device that doesn't require a power source. Mr Humfreez is scientifically calibrated to WHO guidelines for a healthy home. His hygroscopic horns are programmed to uncurl when humidity rises above 65%. Bespoke thermochromic ink on his face turns blue when the temperature dips below 18°C. |
媒体类别 | Packaging, Branding & Design |
长度 | |
首席创意官 | Shane Bradnick |
Chief Executive Officer (CEO) | Catherine Harris |
执行创意总监 | Guy Roberts |
Design Creative Director | Wiktor Skoog |
创意总监 | Ashwin Gopal |
创意总监 | Julian Andrews |
美术指导 | Watchara Tansrikeat |
设计师 | David Correa |
设计 | Ye Sul Elly Cho |
设计 | Jim Shi |
设计 | Ammar Ghazal |
Head Of Planning | Matthew Kingston |
General Manager | Kate Heatley |
Group Business Director | Ruth Coulson |
Senior Producer | Mark Paisey |
TV Production | Jodie Hari |
执行制片 | James Moore |
导演 | James Solomon |
Head of Post Production | Blair Walker |
Chief Marketing Officer (CMO) | Astrud Burgess |
Head of Consumer | Matthew Pickering |
Senior Marketing Manager | Kimberely Smyth |
Marketing Manager | Kimberely Smyth |
Mac Operator | Laura Callan |
PR Managing Director | Angelina Farry |
PR Account Director | Ian Benet |
制片 | Camillo Spath |
17. CIGNA / See Stress Differently (Behind the Scenes)
标题 | See Stress Differently (Behind the Scenes) |
广告公司 | McCann Hong Kong |
广告战役 | Stress Portraits |
广告主 | CIGNA |
品牌 | CIGNA |
首次发布日期 | 2019 / 9 |
行业领域 | 保险 |
哲学 | We are all affected by stress in some way. But it’s hard to take control of something we can’t see. Using a cutting-edge mixture of data, technology and art, McCann and Cigna partnered with doctors, technologists and artists to visualize stress in the body and mind for the first time. |
媒体类别 | Web Film |
长度 | |
Artist | Sean Sullivan |
制作公司 | CRAFT |