Our “Bank Local” campaign gave a fresh voice to Harbor National Bank following the big national corporate banking meltdown. It gave us a chance to show the many reasons why local banking is vital to growing communities. We developed the small space newspaper ads to emphasize the relationship between community support for the local bank, and the banks support within the community. As one of the only authentically “local” banks in Charleston, we replaced their usual weekly “rate” ad with a variety of bold “local” themed messages. The concept was developed further by highlighting local small business owners, with the message, “My local Bank works for me...”.