The Most Creative Campaigns, Brands
and Agencies in Finance

 
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.

Most awarded
campaigns, brands &
agencies in
Finance in 2021

Most awarded
campaigns, brands and
agencies in
Finance in 2021

CAMPAIGNS

Brand, Title, Agency
1
McCann New York
2
McCann New York
3
Leo Burnett Moscow
4
McCann New York
5
Translation/ ESPN CW, New York
6
FP7/DXB - McCann Worldgroup, Dubai
7
Wunderman Thompson UK, London
8
LLYC, Madrid
9
McCann Worldgroup Sp. z o.o., Warszawa
10
McCann Worldgroup Romania, Bucharest
11
Zulu Alpha Kilo, Toronto
12
Zulu Alpha Kilo, Toronto
13
CHEP Network, South Yarra VIC
14
Ogilvy Australia & New Zealand, Sydney
15
Thinkerbell Pty Ltd, Richmond
16
TBWA Group New Zealand, Auckland
17
McCann Hong Kong

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

标题True Name (127s)
BriefWe 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
广告战役 True Name
广告主 Mastercard International
品牌 Mastercard
Posted11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
标题True Name
标题 (原始语言)Acceptance Matters
广告公司
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
首席创意官
首席创意官
Global Executive Creative Director
Global Executive Creative Director
执行创意总监
集团创意总监
联合创意总监
美术指导
制作公司
导演
标题George from 1973
广告公司
广告战役 George from 1973
广告主 Sberkassa
品牌 Sberkassa
Posted6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
标题True Name
广告公司
广告战役 True Name
广告主 Mastercard International
品牌 Mastercard
Posted4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
导演
执行制片
执行制片
执行制片
剪辑师
标题The Last Dance Deep Fake
广告公司
广告战役 The Last Dance Deep Fake
广告主 State Farm
品牌 State Farm
Posted4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
集团创意总监
集团创意总监
美术指导
文案
客户总监
客户主管
Assistant Account Executive
Group Strategy Director
Strategy Director
Strategist
Group Context Director
Senior Context Strategist
Senior Data Analyst
Senior Project Manager
VP ESPN CreativeWorks
VP Production ESPN CreativeWorks
Sr. Director Production ESPN CreativeWorks
Sr. Creative Director ESPN CreativeWorks
Creative Director ESPN CreativeWorks
Producer ESPN CreativeWorks
Writer ESPN CreativeWorks
Director Talent Management ESPN
Director Talent Relations ESPN
Sr. Social Media Brand Content Specialist ESPN
Manager CW Strategy
导演
Associate Director
Supervisor
Assistant Account Executive Daniel Johnson
Associate Director
客户主管
创意总监
Managing Director
执行制片
剪辑师
Audio Post
摄影指导
Head of Production
剪辑师
Audio Post
动画
标题Astronomical Sales (167s)
广告公司
广告战役 Astronomical Sales
广告主 Mastercard International
品牌 MasterCard
Posted11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
标题The Homeless Bank Account
广告公司
广告战役 The Homeless Bank Account
广告主 HSBC
品牌 HSBC
Posted5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
创意团队
Strategist
设计师
创意团队
Business Director
客户总监
客户经理
Strategy Director
制作公司制片
设计师
标题The last older person to die in loneliness
广告公司
广告战役 Invisible Loneliness
广告主 BBK
品牌 BBK
Posted7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
Announcement Team
Announcement Team
制作
Sculpture Creation
Sculpture Creation
General Creative Direction
创意总监
战略企划
Junior Strategic Planner
PR / Corporate Communications
PR / Corporate Communications
PR / Corporate Communications
PR / Corporate Communications
Graphic Design and Visual Identity
Graphic Design and Visual Identity
标题Safe Waze 2 Shop
广告公司
广告战役 Safe Waze 2 Shop
广告主 Mastercard International
品牌 MasterCard
Posted6月 2021
行业领域 信用卡
媒体类别 案例研究
长度
美术指导
美术指导
首席创意官
创意总监
创意总监
创意总监
执行创意总监
制片
Social Media Manager
Social Media Manager
客户主管
文案
文案
客户主管
客户经理
客户经理
Developer
制作公司
Content Creative, Copywriter
Data Scientist
导演
Director, Head of Communications
Group Account Director
Group Account Director
媒介公司
Group Business Director
广告经理
Marketing Director
Marketing Manager
Marketing, Digital and eCommerce Director
Motion Designer
Motion Designer
Motion Designer, Art. Director
Senior Analyst, Marketing
Senior Communications Planner
Solutions Architect
战略企划
Strategy
Technology Team Leader
Technology Team Leader
Traffic Manager
UI Designer
Video Postproduction Manager
VP, Digital Strategy
标题Roadside Market
广告公司
广告战役 Roadside Market
广告主 Mastercard International
品牌 Mastercard
Posted6月 2021
行业领域 信用卡
媒体类别 案例研究
长度
广告经理
Regional Creative Director
标题World's Oldest e-Sport Team
广告公司
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
标题World's Oldest E sports Team CS
BriefNovember 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
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
美术指导
美术指导
文案
文案
设计师
设计师
设计师
客户经理
客户经理
Planning Team
广告经理
广告经理
广告经理
广告经理
Media Manager
Media Manager
PR Agency
PR / Corporate Communications
制作公司制片
制作公司
剪辑师
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
广告战役 Sloways
广告主 NRMA
品牌 NRMA
Posted3月 2021
行业领域 保险
媒体类别 户外广告
长度
Chief Marketing Officer (CMO)
Director of Content
Brand Marketing Director
标题Warning Spots
广告公司
广告战役 Warning Spots
广告主 Suncorp Group
品牌 AAMI
Posted6月 2019
行业领域 保险
媒体类别 案例研究
长度
执行创意总监
创意总监
美术指导
联合创意总监
Group Account Director
标题Climate Warriors (Trailer)
广告公司
广告战役 Climate Warriors
广告主 NRMA
品牌 NRMA
Posted7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
执行创意总监
Lead Thinker- Earned
Thinker- Earned
Head Thinker
Chief Strategy Officer
Chief Marketing Officer (CMO)
Group Brand Strategy Director
Brand Strategy Lead
Creative & Innovation Specialist
Lead Thinker
Thinker
Thinker
Head of Production
广告公司制片
首席创意官
Head Thinker- Earned
Director of Content & Customer Engagement
Marketing Director, Brand
Advisor, Corporate Communications
标题Mr Humfreez
广告公司
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
Chief Executive Officer (CEO)
执行创意总监
Design Creative Director
创意总监
创意总监
美术指导
设计师
设计
设计
设计
Head Of Planning
General Manager
Group Business Director
Senior Producer
TV Production
执行制片
导演
Head of Post Production
Chief Marketing Officer (CMO)
Head of Consumer
Senior Marketing Manager
Marketing Manager
Mac Operator
PR Managing Director
PR Account Director
制片
标题See Stress Differently (Behind the Scenes)
广告公司
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
制作公司 CRAFT