When Chase entered Washington, D.C., it wasn’t about opening doors—it was about opening conversations. The goal was simple: introduce the brand to a new community the right way. We focused on real people, real neighborhoods, and building trust from day one.
At the center of the campaign was the Hub—a digital platform built to give D.C. locals everything they needed to explore Chase.
The site featured local stories, messages from Chase leadership, a walkthrough of what banking with Chase feels like, and easy ways to find branches and sign up. Every part of the campaign—from out-of-home to in-bank signage—drove people here.
We captured moving portraits of real D.C. locals—people Chase wanted to meet, listen to, and learn from. They became the face of the campaign: on buses, in metro stations, on TV, and inside the branches themselves.
The goal was to show Chase wasn’t just open for business. It was here to make banking personal—and help locals make more of what’s theirs.
To build real connections, we brought Chase onto the streets with the people. Concerts, food festivals, tailgates—each event was a chance to show up in the community and prove Chase was serious about listening, learning, and staying.
After building awareness, we invited D.C. locals into their new Chase branches.
Through in-person tours and a 360° augmented reality experience, people could explore their local branch in a way that felt personal and relevant to their needs.
After D.C., we scaled the campaign with a system we called City in a Box: a flexible, ready-to-launch kit that adapted everything—creative, events, digital experiences, and branch tools—for new markets like Philadelphia and Boston.
