Although it serves a state with a population of less than 1.5 million people, First Hawaiian Bank is intent on reaching its audience with the sophistication of an international financial powerhouse. Teaming with Honolulu agency MVNP and Los Angeles-based production company Accomplice Media, FHB has launched an ambitious branding campaign centering on people coping with life’s milestones. Rather than pushing specific retail services—as most regional banks do—these funny, beautifully-produced spots aim to forge an emotional connection with Hawaii residents from all walks of life.
Client: First Hawaiian Bank Christopher Dods, Executive Vice President, Marketing and Communications Division; Susan Soken, Vice President, Marketing and Communications Division. Agency: MVNP Vince Soliven, Executive Creative Director; Jo Archibald, Senior Copywriter; Juju Ranches, Senior Art Director; Jenni Katinszky, Executive Broadcast Producer; Debbie Tada, Account Services Director; June Kaneshiro, Account Supervisor; Charlie Pedrina, Senior Graphic Designer; Louis Scheer, Junior Graphic Designer; Lori Kimura, Media Director; Elaine Kami, Associate Media Director. Production: Accomplice Media Stephen Pearson Director; Mel Gragido, Executive Producer; Benn Martenson, Director of Photography. Post: Montaj 9 Music: emoto music Audio: Audio Bytes