There are hundreds of Bank of (fill in the blank). Instead of considering this a negative, we developed a campaign that gave The Bank of Missouri ownership over the “Bank of” naming convention. We started each headline with the expected naming convention and juxtaposed it with a fun and relevant ending. We used this creative concept to continue to push the bank’s overall mission to “Live Well and Bank Well.” A typical bank headline might be “Boat Loans”, The Bank of Missouri’s headline stated that they are “The Bank of Sunset Cruises.” Buying a boat doesn’t help consumers “Live Well,” it’s the experiences they will have with the boat that do. The “Bank of” concept created a dynamic way to address specific audience targets and promote varying product lines, all while keeping the brand and brand voice consistent.