Bank Of Scotland

Bank Of Scotland | Avery Creative

How do you make banking relevant to students? What influences their decision when choosing a student bank account before university?

These were just a few of the questions we tackled (Christie Morrison, Emily Thomas and I) while working on a live brief for Bank of Scotland through Union Direct Agency.

Making banking “cool” is tricky. Try too hard, and you risk turning students off. But if you do lean into it, you have to commit and not be afraid of the cringe.

The outcome? Be That BOSS. A social media-led campaign that reimagined Bank of Scotland as an acronym: BOSS.

We pitched the concept to Bank of Scotland and Union Direct, and it landed. The campaign won us the Aspiring Creative Star Award and was developed into a real-world activation.

A year later? Union Direct and Bank of Scotland won a Drum Award for the campaign.

It’s safe to say this was a true team effort. Christie, Emily, and I were fortunate to be part of it, working alongside talented creatives like Tegan McDougal, who designed some incredible merch, and freelancers such as Chris Melville, who helped bring the campaign to life. Union Direct took the concept and elevated it to a whole new level. There are too many people to list in a post, and I’m sorry if I’ve excluded anyone.

Looking back, it was a pretty amazing project to be part of, and I’ve shared some of the final outcomes, which won the Drum Award. You can read more about the student campaign here.