Build awareness of Burke & Herbert Bank’s unique banking experience in a crowded field.

Leverage expected account churn in the DC market due to a local bank merger, bad PR for a major bank in the area and a change in the White House administration.

Create a multi-channel campaign that uses the idea of negation to express what’s different about Burke & Herbert Bank in a bold and memorable way; in-your-face type treatments, striking color contrasts and whimsical word-play help drive home the messaging.