Cats First

Finalist 2018
Heritage Bank

Advertising Agency BCM
Creative Director Peter Goodall
Copywriter Nick Ikonomou
Art Director Steve Schollum
Agency Producer Shane Ford
Print Production Manager Will Noy
Account Service Paul Cornwell, Damien Musgrave, Chloe Swan
Client Marketing Manager Jane Calder, Amanda Temperly
Production Company Play TV
Director Frazer Bailey
Producer Justin Lyons
Cinematographer Daniel Ardilley
Post Production House Cutting Edge
Editor Kerry Farrell
Sound/Music Studio Cutting Edge
Sound Designer Mike Lange
Retoucher Rodney Boyd
Finished Artist Dwayne Smith
Photographer Alex Buckingham
Digital Producer Neil Atkin

Entry ID 19265

To help Heritage Bank stand out in the dog‐eat‐dog world of big bank advertising, they turned to a miserable cat. As a fresh twist on their long-running ‘People First’ campaign, the new Heritage ‘Cats First’ campaign rolled out as an end‐to‐end brand experience. Encompassing TV, outdoor, online, POS, and a social media blitz, the campaign stood out with attitude and charm in a notoriously low‐interest category. People didn’t just like it – they loved it! Cats First performed superbly in terms of brand recall, brand differentiation and key indicators such as home loan applications. The campaign, featuring a big, brash sour‐puss marked a creative breakthrough for both Heritage Bank and the broader banking category.