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LOS ANGELES Independent Leopold Ketel & Partners’ latest effort for Umpqua Bank turns the spotlight on local songwriter Charlie Campbell.
The “Be a localist” campaign, which includes radio, outdoor, touch-point marketing and a 30-second TV spot, stresses the bank’s long-standing commitment to its community, said Jerry Ketel, agency partner and executive creative director. Both the client and shop are based in Portland, Ore.
Using hand-drawn titles interspersed with shots of local residents, the spot suggests, via Campbell’s guitar-based tune, that people “Coach a school sport,” “Eat at a diner,” “Visit a local farm” and “Find the best ice cream in town.”
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