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 suffer from localized brand awareness. They need to increase their presence across this vast state, in order to strengthen their reach and maximize 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… best spent together.” 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 ads for checking and credit card products lead the way, two of a series of spots featuring Golden 1 as the throughline of daily life in the Golden State.