First Hawaiian Bank
Marcus Mariota
First Hawaiian Bank was one of two local Hawaii brands that secured a partnership with local-boy standout, Marcus Mariota. We were genuinely excited about the news, until the creative brief hit us. What could a bank and Marcus Mariota possibly have in common? Apparently, a lot.
“When I heard Toa (Marcus’ dad) choke up when he voiced the TV script, I knew we nailed it.”
— Chris Dods, First Hawaiian Bank, Executive Vice President, Consumer Banking and Marketing Group Manager
While the spot aired, we ran a full page newspaper ad. A few days later, we learned people were pinning the ad to their walls.
A bank ad as inspiration? That was truly a first. In response, we turned the ad into a poster, which brought tens of thousands of residents from across the state into FHB branches (which less and less people do these days) to pick up their free copy. And if you didn’t live in Hawaii, you could still get First Hawaiian Bank’s coveted poster—on Ebay.
