Life. Better Connected.
Group Creative Director / Hill Holliday
Bank of America believed life was better when we were all connected.
At the time, social media was creating more opportunities to tell better stories and challenging brands to become better storytellers.
This meant finding better narratives, establishing better characters, capitalizing on the generative possibilities of owned/site-specific content and taking advantage of this little luxury called more time.
From Bryant Park to Times Square, from the Bronx to Chicago, we brought a cinematic and contemporary aesthetic to storytelling enabling Bank of America to be more emotional and create stronger connections.
For Everybody
The winter holidays can provide a challenging time to deliver a unified message to diverse audiences. Add New York City stress, attitude, and bias to the equation, and the possibility for disaster rises.
We found inspiration in Tibor Kalmen and Scott Stowell’s “Everybody” billboard and the spirit of “The 42nd Street Art Project” which transformed Times Square from July 1993 through March 1994.
The installation proved a one word poem is always powerful, great design generates press and a timely, emotional message increases engagement.
Credits: Guy Overfelt, Associate Creative Director, Saige Sharp, CopywriterJulia Waicberg, Junior Copywriter, Pablo A. Medina, Artist / Designer, Brian Gonsar, Executive Producer, Courtenay Irving, Kai Lee, Production Designers
Lubona’s Wish
Created in partnership with (RED), the non-profit organization founded by Bono and Bobby Shriver to fight AIDS, this film celebrates the 5th birthday of Lubona, a healthy child born to Connie, a woman from Zambia who was HIV positive.
Mo Memories
Castle Hill, the Bronx based, youth baseball team, gets the surprise of a lifetime when the game’s greatest closer is called in to save the game.
Run Your Story
Registration for the next Chicago Marathon open’s a week after the current one finishes.
Bank of America used the spirit of Halloween and the stories of a group of finishers to inspire next year’s applicants.
You’re Gonna Know Me
To celebrate Women in Small Business, Bank of America chose a video billboard in the heart of Times Square.
Inspired by the marquees of the Theater District, the history of “The 42nd Street Art Project” and the work of contemporary artist, Philippe Parreno’s marquees, we put the entrepreneur’s names where they belonged.