In 2019, after undergoing a change of positioning and identity, Amerant Bank (formerly Mercantil Bank) needed an effective campaign that communicated its new value proposition.
The campaign was focused on a testimonial video (with actors) where we introduced the bank as “one more member of the community.” We positioned banking specialists as “neighbors” who know the client’s reality and who are willing to close the deal because they can put themselves in their shoes and know the importance of achieving the dream of buying a home.
We developed two versions for the bank’s two primary markets, Florida and Houston. We recorded footage in Houston and Miami that could be easily identifiable by the local audience.
