Brand campaign.

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Institution: Gibraltar Private Bank, Coral Gables, Fla.

This campaign was created for the benefit of the bank's office at the Ocean Reef Club, an affluent, private community in Key Largo, Fla. The majority of the residents are retired and semi-retired executives and entrepreneurs from the Mid-West and Northeast who spend the winter season in Ocean Reef.

Our team sought a way to positively associate our private bank and family wealth management company, which many perceived as a "nice little bank in Florida," with the residents' larger financial interests back home. The first few ads received chuckles and compliments, but the message was well-received. After several hit the local weekly paper, residents began discussing more sophisticated financial matters with our bankers and bringing us their accounts.