“Fifth Third better” Campaign
Challenge. Fifth Third Bank was a fragmented brand struggling to establish brand awareness.
Solution. Create a campaign that was consistent in tone, message and visuals in order to reinforce the brand. Since Fifth Third is an odd name — especially for a bank — we leaned into the improper fraction.
5/3 = 166.7%…or “a Fifth Third better.”
We also introduced a quirky, smart and energetic spokesperson to be the face of the brand. This helped position the bank as modern and fresh thus differentiating them from their traditional competitors and allowed the bank to better compete with emerging fintechs.
