Harborstone TV Campaign

HARBORSTONE CREDIT UNION
"EVERYDAY" TV CAMPAIGN

When Harborstone Credit Union approached Spin Creative, they came with a clear objective in mind: to translate their brand into an emotive TV campaign that would not only acquaint audiences with their identity but also underscore what sets them apart and the deeper motivations behind their mission. Their ambition extended beyond just being perceived as another PNW credit union option; they aimed to genuinely connect with their audience on an emotional level, centering around the principle of "empathy."

To address the requirements of this project, Spin utilized its brand and comms planning approach. Beginning with research, Spin's team explored the nuances of the Harborstone brand, understanding its core strengths and how to best amplify them. A deep dive into Harborstone's target demographics revealed a diverse clientele: professionals, couples, young families, and individuals ranging from early 20s to 40s. The campaign also focused on small business professionals in sectors such as bakeries, web design, and more, spanning regions like Seattle, South Sound, and Tacoma.

Equipped with these findings, Spin identified a theme to build the campaign around: "Everyday Life Stages." An authentic verité cinematic shooting style was employed, ensuring the depiction of genuine, unedited moments, spotlighting raw emotions and real-life connections. Spin's copywriting, nuanced and pithy, heightened the visuals and amplified the appeal of Harborstone, in approachable, natural way.

The resulting spots are heartfelt, relatable life moments that position Harborstone not just as a credit union, but as an empathetic ally, present in every significant chapter of one's life in the PNW.

Services Used

Brand and Comms Planning, Creative Strategy, Concept Development, Design, Scriptwriting, Storyboarding, Copywriting, Film Production, Post Production

Harborstone "Everyday" TV Campaign

"We've Got Your Back"(:30)