Ally Bank

PROBLEM: Ally was struggling to build brand recognition. Absolut has its bottle. Target has its bullseye. Ally needed its own recognizable “thing” — something human in a purely digital world.

IDEA: Ally’s strongest and most human asset had been hiding in plain sight: its name. So we started finding ALLY inside words everywhere.

EXECUTION: Digitally. Financially. Personally. Historically. We found ally inside words across culture, finance and everyday life — turning the brand name into a flexible system that reminded customers they had an ally supporting them along the way.

RESULT: The idea became Ally’s widest-reaching campaign to date, spanning 700+ OOH placements, national TV, digital, sports and entertainment.