A brand refresh, platform and social strategy for the banking bestie everyone needs.

ally - “Do it Right”

THE OPPORTUNITY

Big bank advertising tells you what to do with your money and only focuses those plans on the future. But we all know that the future isn’t just tomorrow, it’s happening right now. Our first hooptie and the dream car. First apartment deposits and closing on a house. Plant babies, fur babies, newborn babies. Finally settling down and planning our next adventure. We need banks like Ally that help us do money our way and keep us on track for our goals, short- and long-term. Because a true ally knows money moves and money goals are personal.

THE LOOK

What does banking, saving, investing ‘right’ look like? Big banks, money experts, and financial gurus will have us thinking it’s 0-out spreadsheets, simple mathematics, and cutting back on lattes. But we want our goals and our matcha, too.

Ally breaks thru by showing it’s a life well-lived and money well-experienced. We start with full bleed imagery of reasons why we bank, save, and invest in the first place. We use Ally’s signature “a“ to frame them and the logo as the supporting character that anchors them. Then, we make our “a” frame and brand colours work harder, creating reverberating shapes that inspire movement — a visual tool that gets us thinking about today and planning for tomorrow.

THE CAMPAIGN

Our focus: our audience. GenZ and Young Milliennials are untraditional, adaptive, reactive and weighing the future and their present on an imbalanced scale. They’re a community of people who, let’s face it, have their differences but find common ground when it comes to financial burnout and wanting to experience the joy of living for today. With this campaign, we meet them where they are: online, debating if they should treat themselves, and working to reach their goals. And we position Ally as the banking bestie they need to get #@!$ done and done right.