First Hawaiian Bank

Two people laughing while swimming in the ocean.

Animated illustrated hand displaying the Hawaiian hang loose sign.

TURNING A 100+ YEAR OLD BANK INTO A TECH FORWARD INNOVATOR

We All Need Connections

Capabilities

Brand Strategy

Business Management

Creative

Production

PROBLEM

The oldest bank in Hawaii was seen as a familial member of Hawaiian culture, but outdated in terms of its offerings. Our task was to relaunch the brand and its new technology suite as modern and innovative.

OUTSIDE-INSIGHT

Personal human touch and technology seem at odds, but really their shared purpose is to connect us.

Red, orange, and yellow animated flame illustration.

SOLUTION

A strategic and creative platform centered around ‘connection’ - a core value of Hawaiian culture, and the core purpose of the new technology offering that is meant to better connect people to their finances.

MEDIUM

A 360 campaign, including video, digital, social, OOH, and on-premise.

Person in floral shirt holding a smartphone outdoors.

Surfer riding a breaking wave in Hawaii.

First Hawaiian Bank Money Map feature on a mobile app.

Smartphone showing a person paddleboarding at sunset.

First Hawaiian Bank mobile app Facebook post with surfer.

A man wearing flower leis hugging a woman.

Silhouette of a person watching floating lanterns on water.

OUTSIZED IMPACT

The campaign exceeded all goals of acquisition, retention, and tracking measures; but most importantly we aged down the consumer and shifted perception of First Hawaiian as a modern, innovative bank.