The Farmers Bank

Client
The Farmers Bank

Date
2023

Category
Advertising Campaign

Role
PM, Photographer

Bringing The Farmers Bank to life with authentic stories and real customers. 

Overview
The Farmers Bank needed a fresh approach to attract a broader audience while staying true to its roots. As the project manager and photographer for this integrated advertising campaign at Borshoff, I played a key role in ensuring the seamless execution of a multi-channel marketing strategy that spanned print, outdoor, digital, broadcast, and radio.

Challenge
The primary challenge was to create a campaign that would attract non-agricultural customers while preserving The Farmers Bank’s identity as a community-oriented institution. The campaign needed to be authentic, relatable, and capable of reaching a diverse audience across multiple channels.

Solution
We developed the "You don't have to be a farmer to be a farmer" campaign, which featured real customers of The Farmers Bank with non-agricultural careers, such as former WNBA all-star Katie Douglas and local entrepreneur Rondell Sims. My role as the project manager involved coordinating the creative team to develop and present concepts to the client. Once a concept was selected, I guided the project through production, ensuring that designers, copywriters, and producers met deadlines and that the creative vision was maintained. During the video shoot, I also captured stills for outdoor billboards and digital display ads, adding another layer of authenticity to the campaign.

Results
The campaign successfully resonated with a broader audience, effectively communicating that The Farmers Bank is a financial institution for everyone, not just farmers. The use of real customers brought simplicity and authenticity to the messaging, making the campaign well-received and effective in revitalizing the bank’s brand.

Conclusion
The Farmers Bank’s integrated advertising campaign demonstrated the power of authentic storytelling in marketing. By featuring real customers and maintaining a consistent creative vision across multiple channels, we were able to attract a new audience while preserving the bank’s community-oriented identity. This campaign not only met the client’s goals but also reinforced the value of using real people to create relatable and impactful brand stories.