Financial Services
Experience: Simmons Bank • Central Pacific Bank (Hawaii) • Bank OZK • Centennial Bank • Seacoast Bank (Fla.) • Bancorp South
Helping a local player become a regional one while staying true to their roots.
As Simmons Bank grew beyond Arkansas and into six states, they found themselves as the new kid on the block in many markets. They needed to leave behind a small-town bank image and position themselves as an innovator. At the same time, they wanted to reassure customers that they still act like a local bank—one that knows its customers and supports the community—while delivering the products and expertise of a national bank, which empowers them to help customers no matter where they are in life.
The “Dreams: Realized” campaign was developed to celebrate the fulfilled dreams that Simmons Bank has contributed to by highlighting the exact moment when people realize their dreams are attainable. These dreams come in all shapes and sizes, and they often revolve around life moments — starting a career, getting married, buying a home, having children, retiring, etc. And most importantly, each dream is made possible by products and people at Simmons Bank.
Roles: strategy, creative direction; developed with Sullivan-Memphis
Yard Sign
Branch Display
UA Program Ad
When the Simmons board of directors signed a contract with country music star and local-boy-done-good Justin Moore as a brand ambassador, they requested a commercial that featured the star talking about their products. Rather than producing the standard spokesman-style TV spot, this idea made his little girls the stars. The board of directors enjoyed it so much, they bought TV airtime during the Super Bowl in every state where the bank has a footprint.
It’s not a Super Bowl ad without a celebrity. And his little girls.
Roles: strategy, copywriting, creative direction; developed with Sullivan-Memphis
Finding a mortgage shouldn’t be tougher than finding a home.
This campaign highlighted the challenges that many first-time homebuyers of low-to-moderate income face when shopping for a mortgage. But thanks to Simmons, home ownership can now be within reach.
Roles: strategy, copywriting, creative direction; developed with Sullivan-Memphis
Sometimes knowing you is more important than knowing your numbers.
As the wealth management industry evolves, CPB recognized that while technology has democratized information for advice, banks need to prove their value beyond tech. This created an opportunity to expand their advice offerings beyond just managing investments and into tailored, personal financial advice with private banking.
Constructing hope in Hawaii
Hawaii is experiencing a severe and worsening housing crisis. This campaign communicates that CPB is a true partner with the Building Industry Association of Hawaii in constructing safe and affordable housing on the islands.
Role: copywriting; developed with FINN-Honolulu
Taking rewards cards further
Southwest Airlines has greatly increased its presence in Hawaii, becoming major competition for Hawaiian Airlines. So to promote its new rewards card, the airline and partner Bank of Hawaii needed signage for placement within HNL Airport that clearly communicated the full scope of benefits for a cardmember. Moreover, the work needed to stand out from other signage at the busy airport.
Role: copywriting; developed with FINN-Honolulu