Best Bank Integrated Ad Campaign

Diverse communities continue to be challenged with access to financial education, products, guidance and capital that support them building personal and generational wealth. Due to these persistent historical barriers, diverse communities, most significantly the Black community, have a 8:1 gap in wealth from their white counterparts.
With the launch of the Access Commitment™ initiative, U.S. Bank had the opportunity to:
• Build authentic and meaningful connections with the Black community to position U.S. Bank as their trusted financial advocate
• Position products, services and programs that drive adoption and usage to ultimately help Black consumers build wealth
• Rally a collective of partners with common interests to drive change for a more equitable society
• Curate a holistic and impactful consumer experience with culturally relevant content, images and experiences that drive emotional connection with Black audiences to empower action
U.S. Bank creates an ecosystem of information, partnerships and product solutions to engage, educate and empower diverse consumers and communities to build wealth, starting with the Black community as the consumer segment with the largest wealth disparity in the United States. Leaning into what it means for the Black community, the campaign flipped the narrative from U.S. Bank telling consumers “what access means” to empower the community a chance to express what access means to them, in an authentic way.

Contributors:

U.S. Bank, Vice President, Marketing Manager:	Danielle Hawkins
U.S. Bank, Vice President, Head of Multicultural and Diversity Marketing:	Della Ng
The CUSP, Senior Account Supervisor:	Min Cho
The CUSP, Managing Director:	Parris Bowe
The CUSP, Senior Vice President, Creative:	Jose Rodriguez
The CUSP, Director of Project Management and Agency Producer:	Scott Calvert
The CUSP, Designer:	Jase Patrizio
The CUSP, Copywriter:	Errol DeJesus
Production:	LemonLight

THE CUSP

Location: USA

About the Agency:

The CUSP connects companies and brands with the multicultural majority through CULTURE, COMMUNITY, and CAUSE. We are culture forward storytellers whose strategies, ideas, experiences and creative live at the intersection of stakeholder truth and brand purpose. The CUSP shapes and activates brand promises to inspire change and action, spark emotional connections and positively impact the world. We bring cultural fluency and inclusion to integrated brand marketing and creative communications. And we keep a finger on the pulse of multicultural audiences so our brand planning processes always lead to confident activation. The CUSP services include, but are not limited to, Communications, Brand Strategy & Marketing, Communication & Stakeholder Engagement, Creative Design & Development and Digital & Social Marketing. We obsess over making the world a better place for people of color and our core values too. In fact, our core values are just as important to us as the work we do, including: Do The Right Thing, Relationship Focused, Committed to Excellence, Humbly Confident, Get-It-Done Spirit & Creativity. The CUSP is an independent, woman and minority owned, SBA, WBENC, NMSDC certified firm, and the creator of an “un-holding” company network that merges our best-in-class experts with a diverse strategic creative collaborative. The CUSP is headquartered in New York, USA and boasts strategic partnerships that give us access to the resources of a global firm.