spots use humor emotional storytelling to elevate the bank’s brand imaging.

Los Angeles—Although it serves a state
with a population of less than 1.5 million people, First Hawaiian Bank is
intent on reaching its audience with the sophistication of an international
financial powerhouse. Teaming with Honolulu agency MVNP and Los Angeles-based
production company Accomplice Media, FHB has launched an ambitious branding
campaign centering on people coping with life’s milestones.  Rather than pushing specific retail services—as
most regional banks do—these funny, beautifully-produced spots aim to forge an
emotional connection with Hawaii residents from all walks of life.

“We wanted to reinforce and reinvigorate our brand to the
market,” says Christopher Dods, the bank’s Executive Vice President, Marketing
and Communications. “Instead of talking about accounts and loans, we wanted to show
that First Hawaiian Bank has been a member of the local community for a long
time and underscore the many ways that we can help people throughout the course
of their lives.
MVNP came up with concepts for a series of spots
featuring ordinary people as they deal with all too familiar life events: a
retired couple planning a vacation, a young man
proposing to his girlfriend, a mom and dad learning that their kid has been
accepted by a choice private school. “Bank spots are often made up of glossy
moments and PhotoShop-ed images,” observes MVNP Executive Creative Director
Vince Soliven. “That’s too perfect. We wanted to show some of the real
situations that people actually go through.”

To produce the spots, the agency turned to Accomplice
Media and Director Stephen Pearson, a former agency creative who has directed
character-driven ads for such well-known brands as Burger King, Microsoft,
H&R Block and Miller. The spots are beautifully art directed, simply staged
and directed by Pearson with a restrained touch. Some involve a single take.
“Stephen brought great ideas to the project,” says MVNP Account Services
Director Debbie Tada. “He helped bring the campaign to life.”
The finished spots are as sophisticated and emotionally
compelling as those for any national bank. “We put as much production value as
we could into the campaign,” adds Pearson. “Our DP Benn Martenson, working with
the other creative crafts, ensured that the film had a very contemporary feel
with lots of movement and energy. The quality of the acting was equally
important to the campaign’s success, and so we worked with a mix of local
talent and talent from the mainland. We treated it like a national campaign
right from the beginning.” 
Pearson adds that he was drawn to the concept’s
everyman quality. “This campaign is not for the 1 percent,” he observes. “It’s for
all those people who have to do whatever they can to put money away for the
future, to buy a car, get married, send a kid to college, or enjoy a
comfortable retirement.”
For more information about Accomplice Media, visit http://www.accomplice-media.com/
Client: First Hawaiian Bank Christopher Dods, Executive Vice President, Marketing and Communications Division; Susan Soken, Vice President, Marketing and Communications Division.
Agency:  MVNP Vince Soliven, Executive Creative Director; Jo Archibald, Senior Copywriter; Juju Ranches, Senior Art Director; Jenni Katinszky, Executive Broadcast Producer; Debbie Tada, Account Services Director; June Kaneshiro, Account Supervisor; Charlie Pedrina, Senior Graphic Designer; Louis Scheer, Junior Graphic Designer; Lori Kimura, Media Director; Elaine Kami, Associate Media Director.
Production: Accomplice Media Stephen Pearson Director; Mel Gragido, Executive Producer; Benn Martenson, Director of Photography.
Post: Montaj 9
Music:  emoto music
Audio: Audio Bytes
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