SYNOVUS BANK

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pink lightning burst

THE BANK OF HERE

Synovus is one of the biggest banks in the Southeast, but their customers didn’t know their name. Instead they had deep relationships with dozens of beloved local bank brands across the South. We helped them reintroduce themselves as Synovus and reassure customers they’re still the same local bankers you know and love — by launching their first brand platform, The Bank of Here. It celebrates loving the place you're from, and making it better.

-Silver Midas Award
-Best in Show ABA Bank Marketing Awards
-3 Gold Addys
-3 Creativity Editors' Picks

Synovus Bank ad shows person in brown dress shoes and pink socks sitting in a barber chair, surrounded by scattered hair clippings on a blue floor. Text overlay says, 'Here is where one barber chair turned into four turned into a buzzcut empire.'
Synovus Bank ad shows people standing on a gym floor covered with colorful confetti, some wearing formal shoes, at a graduation celebration. Text overlay reads: 'Here is where your five-year-old somehow just graduated from high school.'
An ice cream cone lying on a blue and white patterned tile floor with pink ice cream and sprinkles spilled around it. Overlaid text reads, 'Here is where Rudy learned he'd be getting his own room.' A red banner at the bottom features the Synovus bank logo and a message about moving into a bigger house.
An industrial-style interior with exposed brick walls, a weathered wooden ceiling, and large windows. There are two white rectangular ceiling lights and a red banner at the bottom with the Synovus logo and text.

Synovus SupEr Bowl

The Super Bowl is huge and glitzy. Synovus Bank is exactly zero of these things. So we used real customers taking on Super Bowl clichés like Clydesdales, talking babies, and big car chases, done in a down to earth, very Southern way.

WE’RE READING THIS, TOO

Synovus is the bank of here. To prove it, we created ads that show real Synovus bankers reading the same local business journal you’re reading. The copy talks about things only locals would know, shot it places locals love.

Person holding a newspaper with a photo of an older man in a business shirt and tie, sitting at a table, with text about reading and a mention of Synovus bank.
Synovus Bank ad shows a woman holding a colorful flyer or magazine with a man smiling and talking on the phone, sitting at a table with a drink and food, in an urban outdoor setting.

INVEST IN US AND WE’LL RETURN THE FAVOR

In this promotion, if you opened an account, Synovus would give you $200, to invest back into the community.
For inspiration, we featured local businesses in the advertising, even donating the footage to them and helping them create their own ads.

Nashville

Pensacola

Athens

Tampa

Here’s an example of the ads we made for the Synovus customers featured in the promotion.
This one is for Hurricane Boxing Gym in Tampa.
Ads like this got great local press and helped prove Synovus is the bank of here.

RESULTS

Successfully transitioned from 28 bank brands to one
Grew from $26 billion to $61 billion in assets over the campaign
Increased deposits by over 120%