transit strikes

People’s Bank provides Connecticut commuters with food for thought in a transit campaign devised by North Castle Partners.

Five executions build on the bank’s longtime positioning line, “It’s possible. At People’s.” The work features photography of people who improve their everyday lives through services and products offered by the client.

One ad, touting the bank’s prowess with investment advice, shows a close-up of a mother holding her baby; another promotes People’s discount brokerage services with a shot of a man working on his laptop while talking on the phone.

The goal was to capture real, not canned, moments and convey the universality of the benefits offered by People’s, said account supervisor Robynn Moorhead.

“We want these photos to strike a chord— as if we caught these people at a real moment in time,” she said.

The work is the latest element of an ongoing campaign, which includes print and outdoor, from the Stamford, Conn., shop.