Chesapeake Bank has tapped its creative agency Familiar Creatures to bring a local-first campaign called “The Chesapeake Way” that sets them apart from the oversaturated space of boring banking ads. During initial research, Familiar Creatures showed Chesapeake Bank a “fizzle video” of bank advertising which made it clear that the formula used is very rinse-and-repeat. Firm handshakes, small businesses, employees planting trees in parks. Relationships, community and trust. Everyone says the same things. To oppose this, everything from the tone, look and feel of the campaign they created is different for the category. It’s not polished, safe or shiny. It’s shot on film rather than digital, providing a level of warmth, imperfection and authenticity folks aren't used to seeing in bank ads. A hero spot, entitled “Our People” features a Chesapeake Bank employee taking us through the staff of their local branches, who all have varying interests besides their 9-to-5 including constructing model ships, leading the local square dancing club, and having a passion for fashion. Uniquely, the spot says nothing about banking services, yet it says everything about Chesapeake Bank as a company and how they view their people. The campaign features real Chesapeake Bank employees and customers rather than actors. Casting was done by sending a Google Survey out to the entire company to get a feel for different personalities, then whittled down to 10 contenders for callbacks with the director before landing on the final cast. Launched in early October, the campaign includes OOH, a hero spot ranging in :06, :15, and :30 second versions, as well as print, banners, and runs across socials and TV in its local Virginia markets, including Richmond, Williamsburg, Middle Peninsula, Northern Neck. This is the first work from Familiar Creatures for Chesapeake Bank since being named AOR this year.