College Fancy/ On Their Own

It’s tough to make a bank likeable. Especially if you’re going for the 18-24 y.o. crowd. And it’s even harder to tout the benefits of a checking account when most of your audience has never even written a check.

With College Fancy & On Their Own—two of the six mini-campaigns we put out yearly to acquire new customers for new checking accounts—we led with humor, heart, stop-motion styling and surprise-and-delight to slow the scroll and get students to see that taking that next step is easy with BofA by your side.