Wealth is...

The Challenge

Outspent in a crowded financial market, we needed to get this small credit union noticed.

The Insight

There’s a big difference between a member-owned, not-for-profit credit union and a bank

The Idea

Change the conversation of most financial institutions about wealth, redefining it in terms of life, relationships and experiences.


Banking on a Human Connection

We asked members to redefine how they think about wealth by encouraging them to first embrace what fills their life with meaning — a poignant point of view in the face of today’s financial uncertainty. A call to focus not on the accumulation of things, but on things of deeper significance like friends and family. From a community credit union steeped in the importance of financial peace of mind, this campaign was a reminder to take a moment to realize what wealth really means.



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