Lang/Durham has un-veiled a multimedia campaign for Liberty Bank, its first work for the client since adding the account earlier this year.
To illustrate the Liberty's "Banking for life and the way you live it" strategy, a TV spot from the West Hartford, Conn., agency depicts adults and children at work and play. "And banking? Why, that's just a few simple stops to help you on your way," says a voiceover.
The message, according to the agency, is that banking is not at the forefront of most peoples' minds.
The spots are running on Connecticut network affiliates. Media chores are handled by Makiaris Media Services in Bloomfield, Conn.
The spot is part of a multiservice marketing campaign for the Middleton, Conn.-based bank, which Lang/Durham added following a review that included incumbent Baldwin & Stone, Cambridge, Mass., and other undisclosed agencies. Baldwin had held the Liberty account since 1998, crafting mainly outdoor and collateral executions.
Print ads by Lang/Durham are breaking in The Hartford Courant and other regional dailies; billboards are set to appear along the state's highways and local roads. The agency has also developed a new logo and collateral materials for Liberty. The effort was overseen by senior copywriter Greg Edwards and art director Jeff Durham.
The bank has 30 branches, mainly in Southeastern Connecticut.
Other clients of the 20-person shop include Lincoln National Life Insurance, the Hyatt Regency in Newport, R.I., and the Greater Hartford Convention & Visitors Bureau.