Courage

TDA Boulder, recognized for humor-infused, culturally resonant advertising, unveils its latest ad campaign for their long-standing client of 15-years, FirstBank.

The ‘Courage’ campaign absurdly explores the first moments of breakthrough business innovations, as founders bravely make their new concept pitches. Imagine being asked to believe in ideas like a ride sharing app where you pay total strangers to drive you in their car or the idea of a massive search engine where you can find unsourced and unvalidated information, on just about anything, from your own computer before we all had laptops. The Courage campaign makes it clear, great ideas often need the courage and the right visionary financial institution to believe in your ambitious ideas and help you make them financially possible.

Campaign Overview & Strategy:
In a market where fintech companies are disrupting the banking industry and consumer banking is becoming increasingly commoditized, FirstBank seeks to differentiate itself by emphasizing human interaction and personalized service, both of which are becoming increasingly rare in the digital age. Through distinctive and humorous advertising, FirstBank aims to break through the corporate banking clutter and build a strong connection with its audience.

As FirstBank continues to build more awareness of their 60-year effort to support small to midsize business customers, the ‘Courage’ campaign pays tribute to the audacity it takes to turn seemingly ridiculous ideas into successful businesses, reminding entrepreneurs that with courage and the right banking partner, anything is possible. What might have happened if today’s most revolutionary ideas -- like a ubiquitous ride sharing app we all have used, or a global search engine whose name has become a verb -- had been dismissed during these early business conversations?

The campaign features one hero spot titled “Lights'' (:30) and two videos titled “Search Engine” (:15), and “Ride Share” (:15). The :15 videos humorously and poignantly depict scenarios where now-famous ideas, were initially viewed with a high degree of skepticism. The concept highlights the often difficult but essential path of innovation and entrepreneurship.

The :30 video serves as a foil to the humorous shorts, presenting a triumphant and empowering message to small and midsize businesses that are at the core of business building and success

Print and OOH Ads: Featuring headlines such as, “It takes courage to do what you love. We’re here to help you do it,” print ads and OOH aim to inspire and connect with business owners on a personal level.

Social, Digital Elements, and Media: Engaging and humorous content is designed to resonate with business owners across various platforms including OTT, CTV, and various social networks, emphasizing the message that FirstBank understands and supports the journey of entrepreneurship.