Familiar Faces.

Institution: Sun West Bank, Las Vegas

Assets: $249 million; five locations

Agency: Kirvin Doak Communications, Las Vegas

This was an image and awareness campaign designed to promote the bank's services by showcasing the bank employees who provide the service or the customers who benefited from the services.

One ad featured the bank courier. The courier builds personal relationships with customers, passing along information about what traffic is like or whether someone should wear his or her coat to lunch. Other ads featured testimonials from customers who utilize the bank's statewide ATM network and online banking.

The campaign was easy to execute and so effective that it was emulated in the market, according to Terri L. Maruca of the advertising agency.