A&G Takes Icelandic Bank ‘Wherever You Are’

BOSTON In its latest work for Bank of Iceland, Allen & Gerritsen introduces the positioning line “Wherever you are” and attempts to portray the client as being able to meet a diverse mix of consumer and commercial needs.

The new slogan replaces “The nature of business” and is used in ads now breaking overseas. One 30-second spot employs U.S.-style quick-cutting and an ambient soundtrack, along with images of typical Icelanders at various stages of their lives, such as going to college, getting married and preparing to start a family.

The campaign will run on TV and in consumer and business publications, an agency representative said.

Gary Greenberg and Peter Seronick served as creative directors on the campaign. Einar Orn handled art direction; Ralph Calderon wrote the copy.

Watertown, Mass.-based A&G, an independent shop, has worked for Iceland’s largest bank for about four years.