The last few years have changed our perception of the financial industry. What was once a symbol of opportunity has become the epitome of self-interest, serving the chosen few at the expense of everyone else.

Our Shining campaign was launched to change the conversation. To remind people that not all banks are the same. To help return a sense of optimism to finances. To show that SunTrust is dedicated to helping people move forward in this “new normal.”

A 360 rebranding campaign set SunTrust apart from the traditionally staid and manicured world of finances, offering messaging founded in empathy and a desire to help people reach goals - not sell products. Across all channels, our work acknowledges that finances are emotional and imperfect, while supporting the belief that everyone has the ability to achieve something greater- and Shine.

We launched a full 360 campaign, incorporating filmed content, print, digital, social and mobile executions.

Our work is founded on genuine humanity, sharing customer-focused stories - from the death of a loved one to the sacrifices a father makes to keep his daughter in college. Visually, we abandon the cold blues typically associated with banking for rich, warm hues, use unexpected photographs instead of stock images, and employ hand-drawn illustrations and a custom font to reflect human imperfection and whimsy.

Our social engagement is driven by a brand YouTube engagement hub organized by life circumstances, not products. It contains SunTrust teammate videos, detailing how they’ve helped people through unique and challenging situations, relevant articles and tools, and a guided topic conversation forum. Revamped Facebook and Twitter accounts let people contribute their own stories- including a “Shinify Your Photo” app that lets people turn their photos into sharable “Shining Moments.”

The response to Shining has been overwhelmingly positive. SunTrust now ranks #1 in potential customer consideration within their footprint - beating all national and local competitors. Our television spots achieve 70% more emotional impact than the average bank spot, and have led to a 21% increase in brand appeal. SunTrust’s online videos have 260 times greater click-through rate than the industry average, while banner click through is 209 times the industry average. Their social media footprint has also increased exponentially, with an 1100% increase in Twitter responses and 258% rise in engaged Facebook users.