Exchange Bank, a homegrown financial institution that’s been a mainstay of the Santa Rosa area for 128 years, has launched a print, digital video and social campaign in the wake of the devastating North Bay fires of last fall.
The work, from agency barrettSF, emphasizes rebuilding the community and helping those affected by the tragedy.
"Sonoma County is not just our place of work, it’s our home and our community” said Craig Bainbridge, Senior Vice President of Product Innovation & Delivery Manager at Exchange Bank. "In the aftermath of the fires, we immediately came together to develop a series of loan programs to support those affected. Figuring out how to respectively and compassionately communicate our loan programs was our utmost concern.”
Creatively, the campaign focuses on relatable timelines of personal dreams and goals such as, “Get married, buy your first house, have a few kids, buy a bigger house.” “Send the kids off to college, become empty nesters, move to wine country,” and, another example, “Find out you’re expecting twins. Buy a new house in the suburbs. Welcome your third child. Build an addition onto the house.”
Those carefully crafted life plans can be derailed by a natural disaster, the campaign points out, as they were for so many locals in October 2017 when wildfires took the lives of 44 people, burned more than 8,400 structures and caused an estimated $9 billion in damage.
Digital advertisement created by BarrettSF, United States for Exchange Bank, within the category: Finance.
Founder / Executive Creative Director: Jamie Barrett
Creative Director: Todd Eisner
Senior Copywriter: Phil Fattore
Senior Art Director: Byron Wages
Account Director: Molly Warner
Account Supervisor: Lyndsey Dorian
Head of Broadcast Production: Conor Duignan
Broadcast Producer: Charlotte Dugoni
Animator: Noah Aust