Life is a Journey
Creative Direction, Creative Strategy, Ideation, Writing, Art Direction, Production Oversight for Questus
Golden 1 is a grassroots financial institution: of California, for Californians. And despite being the amongst the nation’s biggest credit unions, they suffered from localized brand awareness. They needed to increase their presence across this vast state, in order to maximize their reach and strenghen their service.
As part of our AOR-winning pitch to lead our clients through a brand evolution, we created a new campaign: “Life is a journey….” In a landscape fraught with stories told for—and by—the same systemically privileged demographic, Golden 1 aims to show a diversity of life experience and representation, and to reflect the credit union as the inclusive financial choice for all Californians. Our series features Golden 1 as the throughline of daily life in the Golden State. These spots were a key part of an omnichannel broadcast, digital, and OOH campaign.
"The Main Character Course" celebrates the multi-skilled, multi-jobbed people who hustle their way to the top.
“The Early Shift” embraces a family who works hard to enjoy their dream life.
“On the Go” keeps up with two unstoppable skaters who study (and bank) anywhere.
“Good Things Take Time” journeys with generations who value the time they spend together.
Golden 1 has been serving Californians for nearly a century. More than a bank, we believe that “life is a journey, best lived together.”
"Surfing the Dream" follows a couple who know that it's never too late to dive into true love.
