Our client GBC asked us to create an ATTENTION-GETTING brand awareness campaign. So, how do you gain someone’s INTEREST in a bank? With six commercial spots featuring an excitable, quirky brand character named Joyce, of course! We took GBC’s mission to be “The Bank of Choice,” and imagined what would happen if a customer “misheard” the message from super smart CEO, Bartow Morgan. “Did he say, ‘The bank of JOYCE?‘” It’s the perfect creative platform to demonstrate the approachability of the bank as Joyce runs into and interacts with Bartow all over the community. Follow all their adventures below.