Chesapeake Bank, a cornerstone of the banking community for over a century, has appointed Virginia-based agency Familiar Creatures as its Creative Agency of Record (AOR). This strategic partnership signals Chesapeake Bank’s commitment to reinvigorating its brand and forging stronger connections with the local community. Particularly, the focus is on targeting small businesses, families, and young residents in newer markets such as Richmond and Chesterfield.
Familiar Creatures, renowned for their impactful work with brands like Crunch Fitness and Duke’s Mayo, will lead Chesapeake Bank’s efforts in brand repositioning. Their role transcends traditional advertising; they aim to enhance awareness and appreciation for Chesapeake Bank’s services and its contributions to the community.
Effective immediately, this partnership marks the beginning of an exciting journey toward reshaping Chesapeake Bank’s brand identity. With the development of a new brand platform already underway, the first outcomes of this collaboration are slated to debut in the summer of 2024.
Highlighting Familiar Creatures’ skill in crafting compelling narratives, their recent collaboration with Crunch Fitness gained significant attention. Their campaign, “Feel Good, Not Bad,” resonated with audiences, leading to a remarkable 12% year-over-year growth in new memberships during January and February, marking the brand’s strongest performance to date.
Expanding on this success, Familiar Creatures continues to innovate with Crunch Fitness, unveiling a new 30-second spot that amplifies the campaign’s core message of positivity and joy in exercise. The advertisement, now live across various channels, encapsulates the feeling of empowerment and liberation through physical activity, contrasting starkly with the sensation of stagnation.
This collaboration signifies not only a strategic alignment between Chesapeake Bank and Familiar Creatures but also underscores a commitment to community enrichment and brand revitalization in Virginia’s heartland.
Credits:
CD – Justin Bajan
Art Director – T. Scott Major
Copywriter – Joel Stiling
Account – Carey Ely
PM/ Production – Hana Ballout
Editor – Dustin Artz
Music/ VO – Overcoast
Production – Community Films
Director – Ben & Dave
About Crunch:Crunch is a gym that believes in making serious exercise fun by fusing fitness and entertainment and pioneering a philosophy of ‘No Judgments.’ Crunch serves a fitness community for all kinds of people with all types of goals, exercising all different ways, working it out at the same place together. Today, we are renowned for creating one-of-a-kind group fitness classes and unique programming for our wildly diverse members. Headquartered in New York City, Crunch serves two million members with over 445 gyms worldwide in 37 states, the District of Columbia, Australia, Canada, Costa Rica, Portugal, Puerto Rico, and Spain. Crunch is rapidly expanding across the U.S. and around the globe.
