Through hard work and creativity, J.O. delivers a successful playbook to each client. For years, we've provided out-of-the-box campaigns for Worthington National Bank, so when they asked us to concept a campaign that brought them close to the action and connected them to the community, we said, "Be careful what you ask for." They may be bankers, but, as a team, Worthington has the power to help build strong businesses and wealthier communities.
Our creative team decided to call an audible for this seasonal campaign. We transformed our powerhouse bankers into football players — from pinstripes to full football gear and Armani ties. To boot, dramatic lighting in TCU's Amon G. Carter Stadium emulated the fierce style of football advertising we're all too familiar with.
We went the whole nine yards (so to speak). This fully integrated campaign included billboards in TCU territory, posters, emails and print ads in football program. Our copywriters punted the usual banking lingo and translated the jargon into football terms to better engage an audience raised on Friday night lights. The Worthington leadership team was even memorialized as the starting lineup through "stats" on player trading cards.
The campaign was so successful, Worthington ran the billboards a second year — and they had their competition fumbling for much longer.
So, the next time Worthington asks us to build a campaign pushing the creative envelope, they ought to be wary of what plays they might be asked to tackle next — and what outfits might be follow…
2010 Silver Addy for Non-Traditional Advertising
2011 Bronze Addy for Direct Marketing, B-to-B or Consumer, Flat
2011 Bronze Addy for Consumer/Trade Campaign, Color