FROST BANK
THE ASK
Unknown on a national scale, Frost Bank looked to reposition themselves as a contradiction: a bank worth believing in.
THE ANSWER
Based on research that revealed optimists are 7x more likely to have better financial health, we created a brand campaign that put positivity first.
THE IMPACT
Through interactive events, radio spots, and a film piece, we showed that a change in perspective can change things for good.
Our “Opt for Optimism” campaign was released on the back of big news: Frost had become the first-ever jersey sponsor of the San Antonio Spurs. These :30 radio spots tied the brand, ballers, and new campaign together.
Anyone who’s choreographed a handshake knows that happiness happens in person. In creating Joy Ride—an activity-filled, optimism-fueled van—we met our fellow Texans with positive prompts, takeaway pins, and plenty of kind words.
Partners
Agency: McGarrah Jessee
CD: Brian Jordan
Art Director: Jane Taylor