Credit unions are built on community and shared trust, but their decentralised structure creates a creative challenge. Each branch serves its members differently, making it difficult to communicate one clear message without losing authenticity.
We identified a simple but powerful truth. Credit unions are more open than people think. Not just to traditional loans, but to real life needs that do not always fit conventional banking narratives.
We led the development of a creative platform titled We’re Open to That. The idea captured warmth, openness, and possibility, while remaining flexible enough to work across different branches and member needs. Rather than forcing uniformity, the platform allowed each story to feel personal while reinforcing a shared point of view.
The platform launched alongside a television programme that showcased the breadth of loans and scenarios credit unions support. Recognising that audiences often engage with second screens while watching TV, we designed social as the primary extension of the idea.
By working closely with the TV network and gaining early access to rough cuts, we identified key story moments each week and translated them into contextual social content that reflected the episode in real time. These stories then informed a wider system of supporting assets, including short television spots, social posts, and digital takeovers.
The result was a joined up creative approach that allowed the Credit Union to speak with one voice across channels, while still reflecting the diversity and humanity of its members.
