Every bank can say they care about your financial well-being, but which bank actually backs that up? First United Bank embraces a philosophy of “Spend Life Wisely,” and our new campaign set out to demonstrate exactly how. We put the bank’s CEO on camera making a personal commitment, telling the community to “bring us your financial challenge and together we can work on it.” As the foundation for the fully integrated campaign, the request not only gets the audience thinking about their challenges, but immediately provides a path to solving them in a warm and engaging way. Luminous Sound provided the music track for the TV and Radio spots, and Digital executions round out the campaign.