CHESAPEAKE BANK | Familiar Creatures Internsip | Live Client
The Chesapeake Way
MY ROLE: Account Management
Client Management
Research
Pre-Production Assistance
BACKGROUND
Chesapeake Bank is a regional community bank with roots in a slow river town, now expanding throughout Virginia. To set it apart, Familiar Creatures developed “The Chesapeake Way,” a brand platform highlighting how personable and charming they are, which * spoiler alert * turns out to be a common theme among community banks.
THE ASK
Prove that when Chesapeake Bank says “The Chesapeake Way” is different, they mean it.
THE INSIGHT
When speaking to Chesapeake Bank employees and customers, our conversations always focused on the same thing, their personal approach to doin business with ya.
Whether it was about the banker who knows everyone’s name, the horse that comes through the drive-thru sometimes, the lady who’s always ready with a butterscotch lollipop, or the time they founded the first floating bank, Chesapeake Bank’s down-home personality truly defines “The Chesapeake Way.”
THE IDEA - KEEPING IT REAL
A brand spot shot on real film, exclusively featuring real Chesapeake Bank employees and their real interests.
MY ROLE
It was my job to figure out which Chesapeake Bank characters would embody “The Chesapeake Way” on the big-screen.
PHASE 1) Employee Survey
I created and distributed a survey amongst all branches of the Chesapeake Bank to find the backstories, passions, and hidden talents of its employees.
PHASE 2) Refinement & Research
Based on survey responses and additional sleuthing, I created a shortlist of employees who best represented the personality of the bank and the campaign vision.
During this phase I also did some location scouting, researching bank locations to ensure we filmed at the most charming facade.
PHASE 3) Talent Management
After presenting candidates to the creative team and client, I reached out to selected employees to gauge their interest in participating in the commercial and confirmed their availability for a director’s screening and shoot dates.
PHASE 4) Script Authenticity Oversight
Throughout the script’s revision process, I provided feedback to make sure everything was authentic to the real experiences of our casted employees.
THE RESULTS
A spot with a whopping 99% video completion rate on CTV.