Loans are necessary for most of the big purchases we make in life. They are also pretty scary when it comes to putting the signature on paper and committing to the monthly payment.
For Visions Federal Credit Union's "Money Matters to People. People Matter to Us." campaign, ABC Creative Group wanted to show an understanding of the anxiety that accompanies these big decisions.
The message: Loans can be scary and that's OK. It's important to focus on what matters.
Taking on debt is a tough decision we are all faced with and it can be perceived as negative. But, we wanted to show all the positives that come from taking out those loans: memorable afternoons on the boat, family trips in the car, the life built in that once-new home. The memories outlast the loans.
We chose to use the term “investment” to further separate loans from the negative connotations associated with debt.
For recreational buys like boats, we set the emotional tone using a beautiful lake sunrise. The next shots tell the story of a father and son enjoying a day on the water, connecting the boat purchase with the intangibles.
We told the same story using a grandpa and grandson who put a lot of time into and made a lot of bonds while working on that car he bought way back when.
The final spot in the broadcast/online series is a reminder of the memories that come with a mortgage. We used the story of two siblings returning home to show just what that mortgage can mean. Mortgages mean more than bills, they make memories.
The result was this series of engaging vignettes that remind all of us of the things that truly matter.