The heart of the campaign is an interactive narrative experience with dynamic illustrations that come to life as users scroll. The story follows the journey of a deposit through big banks versus credit unions. Along the way, a personalised calculator shows how much the banks actually profit from their deposits. The site’s narrative was transformed into an animated video so the story could be told in more places—and to more people. We also created social media assets for individual branches to use and teamed up with cultural influencers to help spread the word.

The response to the campaign was immediate. People connected with the message in a big way, spending an average of 8.5 minutes exploring the site. They also passed it along, earning us over 4.6 million Twitter impressions in the first two months alone. “Make Your Money Matter” became a rallying cry for credit unions everywhere.