Taking Relationship Banking to the Next Level

Creative agency Fallon has released its newest campaign for KeyBank, highlighting the brand’s commitment to relationship banking and its positive impact within communities and on people’s lives. The work, which goes live on June 5 in select U.S. markets, channels the spirit of KeyBank’s frontline bankers by showcasing small, genuine acts of care. In spotlighting these minute yet powerful acts, the campaign forwards the idea that every little moment matters in the current economic climate and the stresses everyday people face.

“When it comes to relationship banking, KeyBank doesn’t just talk the talk, they walk the walk too,” said Nikki Baker, Co-Chief Creative Officer at Fallon. “It was important to showcase those authentic relationships and ensure the genuine caring spirit of KeyBank bankers was prevalent in this new campaign. They’re not just providing a service but meeting people in the moment no matter how big or small.”

The campaign will run across multiple platforms, including broadcast, digital, radio, social and OOH – a variety aimed at reaching people where they are. The centerpiece is three :30 and :15 spots, each directed by acclaimed director Harold Einstein, esteemed in his own right among the directorial space.

As the brand’s AOR, Fallon’s strategic and creative output underscores KeyBank’s human side of the equation, rather than the standard rewards programs or credit offers. The campaign is designed to improve overall brand health, drive acquisition, and deepen retention in a highly commoditized category full of lip service versus actionable support.