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Forward Is

Entered in Financial Services, Integrated Campaign


In 2021, PNC Bank acquired BBVA Bank — immediately expanding their branch network across the U.S. to markets they had never before served. They needed a campaign that would simply and quickly convey the breadth of capabilities they offer, while also speaking to their brand DNA — a main street bank dedicated to moving all forward financially.

We set out to create a memorable and effective integrated campaign showing our audience all that PNC has to offer, while leaving them with the clear message that PNC is here to help them move forward when it comes to their money.


Strategy and Execution

Our solve was the Forward Is campaign, a collection of work defining the many ways PNC moves customers, clients and communities forward financially. We launched with our Lemon Kid :30 TVC. Through the story of a lemon-obsessed (and adorable) little entrepreneur, we highlighted all of the tangible ways and community-based initiatives that PNC is using to make a difference in the communities they serve.

To spread the word about all that PNC brings to the table, we knew that it was important to create well-crafted, quick-hitting creative that would both introduce PNC Bank and be flexible enough to showcase PNC’s many products and services.

So we followed Lemon Kid with a collection of :15 pre-roll videos and social executions that spoke to everything PNC can do, from consumer to corporate banking and beyond. This work combined the lighthearted humor the brand has become known for with a repeatable structure that allowed us to show all the ways PNC can help customers, clients and communities move forward. With the Forward Is campaign in place, our new audience didn’t just become aware of PNC Bank, they understood exactly all that PNC has to offer them.

 The campaign was heavily reliant on digital channels, with media focused on digital (pre-roll and online video), and social media. In addition to digital channels, we also ran our Lemon Kid spots on TV.

This full-funnel campaign worked to quickly build awareness and consideration for PNC Bank as it expanded its footprint across the country. 


TV/CTV (:15 & :30)

Lemon Kid 


OLV/Pre-roll (:15)






SOCIAL (:12)







Within 40 days of the campaign launch, we already saw success in driving brand awareness, particularly in key DMAs where PNC was expanding into for the first time. 

Our Lemon Kid spot drove a 3.9% brand lift on YouTube, contributing to a 24.3% lift in ad recall, as well as a 41% lift in searches across Google and YouTube for the keyword “PNC Bank.” OLVs surpassed 37.5MM impressions, with over 27MM video completions (VCR well above the industry average of 70%). And on social, the campaign drove over 13.4MM impressions, with 30% viewing the videos to completion, generating over 4MM video completes.



Video for Forward Is

Entrant Company / Organization Name

Deutsch NY, The PNC Financial Services Group, Inc


Entry Credits