Launch a new bank during the 2008 financial collapse? Yes, let’s!

How do you launch a new bank in the midst of the worst banking crisis since the Great Depression and manage to generate 13 billion in new deposits? Good question.

We built a new banking platform on being straightforward and doing what's right by your customers, winning back their trust. The brand spots were shot with six hidden cameras and an improv actor that punked kids like an amoral banker punks customers. Our point: if kids knew the behavior was wrong, then why didn't banks?

The integrated campaign included TV, print, brand identity, and digital and succeeded in making Ally the top online bank within the first quarter of launching.