Fifth Third<br>Bank

Concepts, strategy, creative direction

In April 2011 Brill Creative was asked by Fifth Third Bank to respond to a Request For Proposal. The assignment up for grabs was Fifth Third’s Campus Banking program with the objective of introducing a whole new student banking concept. The RFP indicated that the bank wanted to create buzz around this new product and develop a weekend kickoff event for college campuses. To that end, Brill Creative assembled its team and got to work.


A five-person creative gang rolled up its collective sleeves and cranked out multiple concepts during an enthusiastic, daylong work session. The intense work paid dividends when three solid concepts emerged: One Card To Rule Them All, Power To The Pupil and The Card That Rocks. Multiple sketches and rough layouts followed until final directions were chosen for each.
Brill Creative - Digital Marketing & Design
Brill Creative - Digital Marketing & Design
Brill Creative - Digital Marketing & Design

The Card That Rocks came out on top!

As final executions for each campaign emerged, Brill Creative made its way to the Fifth Third tower for a high-energy, visually captivating presentation. Following the meeting, deliberation within Fifth Third ensued. A winning concept emerged unanimously.


This campaign was chosen based on its stylized look, extendable nature and youthful vernacular. Now, it was time to make stuff. Brill Creative’s creative department got to work refining layouts, writing copy and arranging photo shoots and artwork. With so many elements required, a lot had to get done in a short amount of time. Nevertheless, the team delivered and final concepts were approved.


Then, it was off to Miami where Dan Brill oversaw a photo shoot for the ages. Behind the lens was none other than rock-n-roll photographer Jason Koerner. And the venue, the private gallery of a renowned guitar manufacturer, couldn’t have been a more appropriate backdrop. Four days of prep and shooting netted killer images that would bring the campaign to life.

Needless to say, the whole thing rocked. Check out the photo shoot of the event below.

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Located in Cincinnati’s historic Over the Rhine, Brill Creative lives within Union Hall. A 38,000 sq. ft. building where disrupters come to roll up their sleeves and get to work.

1311 Vine St
Cincinnati, OH 45202
513 272 1659

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