| 标题 | Common Courtesy |
| 广告公司 |
McGarrah Jessee
|
| 广告战役 |
Common Courtesy - Frost Bank
|
| 广告主 |
Frost Bank
|
| 品牌 |
Frost Bank
|
| Posted | 1月 2005 |
| 产品 |
Financial services
|
| 行业领域 | 银行、金融、法律和保险
|
| 广告口号 | We're From Here |
| 剧情简介 | The ad takes a subtle and sophisticated approach that caters to those individuals who understand that there¹s more to Texas than just cowboy boots. The We¹re From Here message is visually communicated by enlisting color washed, black and white photography of a big Texas sky as the backdrop for the plain-speak messages communicated in headlines. The headlines are executed with vintage script type that appears to be burned into the background photo. As a result, the campaign looks and feels as timeless and familiar as the ideas it conveys. |
| 哲学 | McGarrah/Jessee produced a series of print ads that remain true to the bank's Texas heritage. The "We're From Here" positioning is presented in a distinctive, even startling visual treatment with new copy that addresses the myriad of financial services available. Hence, communicating a financially sophisticated bank that has not changed its customer care philosophy in 137 years. |
| 问题
| The goal of the current print campaign is to raise awareness that Frost carries all the capabilities and financial sophistication of today's mega-banks but hasn¹t forgotten the value of personal attention that a small town bank can offer. It is the first ad McGarrah/Jessee has produced that specifically mentions the bank's broad spectrum of services. |
| 结果 | Since ads just began three weeks ago, it is too soon to provide accurate results. |
| 媒体类别 |
杂志
|
| 市场 | 美国 |
| 美术指导 |
Michael Anderson
|
| 文案 |
Brooks Jackson
|
| 创意总监 |
James Mikus
|
