Berkshire Bank All Wallets Welcome Campaign
With the launch of its definitive diversity, equity and inclusion initiative in place, Berkshire Bank needed to convey to its core audiences the enterprise’s commitment to a culture of belonging.
Leverage Marketing Group was charged with creating a memorable multimedia campaign to impart the inclusion message to customers and prospects, while avoiding the trite representations that often plague DEI work. The All Wallets Welcome campaign introduced the Bank’s welcoming message in a humorous and memorable approach by depicting a variety of wallets and a set of images of a diverse group of individuals. Lead by a 3D-animated television commercial that brought the different wallets to life, the campaign received numerous accolades including being named Best in Show at the New England Financial Marketing Awards.
