Ally bankHow do you launch a bank in the biggest economic collapse since the depression?
By being brutally honest and straightforward, in a time when banks had eroded everyone’s trust.
We developed a brand platform for Ally Bank that influenced everything from the name to the logo to the marketing.
The campaign’s tagline was ‘Straightforward’ and was the basis for every touchpoint of communication.
Another 'bank spot' wouldn't be well received (people were angry!) and we wanted to demonstrate instead of tell. We called on the best people to tell it like it is – people that didn't see the world in grays just yet.
These spots were shot with six hidden cameras (the cameramen are in those black circles). The kids were not told in advance that they were being filmed and the banker is played by an improv actor.
The bank was originally GMAC Bank. Our team helped rename it to Ally and helped design the original identity.
Part of being a straightforward, transparent bank was to help demystify typical banking practices and language that is meant to confuse it’s customers into submission.
These simple infographics compared typical banking practices with Ally’s straightforward approach.
