The Co-operative Bank wanted to increase their awareness and re-establish their positioning around their ethical leadership. Competitors have started talking about their community credentials but none are better positioned or have more integrity in the space than The Co-operative Bank.
Our first campaign for the brand sets out to re-establish them as a modern, digital bank built on co-operative values with a strong ethical POV. Our idea reflects the unique kinship between colleagues and the people who bank with them.
Mark Elwood, Executive Creative Director, said: “The brand idea, People With Purpose celebrates the spirit shared by the colleagues and customers of The Co-operative Bank. It was clear to us that co-operative values had to be front and centre in how we communicate – it’s about getting stuck in and being community minded. The TVC reflects the best of humanity; that though sometimes it is hard to do the right thing, but it feels so much better when you do.”
The campaign launched with a TVC and is supported across radio and social amplification.