Proudly Banking On You

People think banks are all the same. Thankfully, Elevations Credit Union isn’t one.

Although ECU is a financial institution that offers plenty of bank-y things, they are not a bank.
So, how do we get people to understand the difference?

Well, we wanted to highlight what makes ECU special. Namely, that instead of being beholden to Wall Street, they are Member-owned, meaning what’s best for their Members, and their Colorado communities—not stakeholders’ bottom lines—is what drives their decisions.

We brought this unique point of difference to life with our integrated “Proudly banking on you” campaign that, instead of talking about ECU, celebrated exceptional Members from all walks of life.

Across film, radio, out-of-home, transit and in-store, we told exceptional Member stories in their own words. Not only did we get the chance to highlight what makes ECU special, we proved that ECU doesn’t behave like a traditional financial institution.

We flipped the script on the word “bank” and showed how, when it’s a verb, it behaves completely differently. Just like us.

With our “Proudly banking on you” campaign, we moved the conversation about dollars and ROIs to people and how we at ECU believe that people are the best investment we can make.