PNC Bank: Wedding Spot

Project: PNC: Know Campaign/Wedding Spot (2015)

Agency: Deutsch

Role: Strategic Director

Task: To create a brand anthemic campaign that would position PNC Bank as having the financial insight consumers need to plan for their goals.

Audience: Mass-affluent adults ages 30-55

Insight:  Planning is a personality trait, but dreaming transcends personality. Most of our goals in life, even our financial ones, start from the most innocent of dreams.

Strategy:  Know you can achieve more.

We developed a series of content that helped show how PNC can help provide you with the insight you need to achieve your financial goals. That you could feel confident that you know you can achieve. None of our content pieces were more important than our feature brand spot, “The Wedding”. This piece captured the way we all dream about the perfect life moments, well before they happen. In this case, a father who sees his daughter’s dream wedding – before she’s ever old enough to dream it. The spot positioned PNC as able to help you start planning now, to make that dream a reality.