Higher Standards
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INTEGRATED CAMPAIGN

USAA Bank needed to grow Classic Checking account acquisitions among both existing members and eligible non-members. To reach younger consumers entering key life stages, we focused on Generation Z, a financially anxious audience looking for a bank that felt trustworthy, efficient, and empowering.

Our solution, Higher Standards, connected USAA's military heritage to the values that set the bank apart: honor, integrity, and service. Using metaphor-driven storytelling, we transformed an intangible financial product into emotionally resonant stories that reinforced trust while highlighting key product benefits. The campaign ultimately generated more than 327 million impressions, 350,000 YouTube site visits, and contributed to over 85,000 application starts and 60,000 completed checking account applications.

Social Extensions

Offer Driven Response Social Extensions

Credits

Bill Pauls (Executive Vice President, Executive Creative Director)

Jordan Lipton (Senior Vice President, Executive Creative Director)

Tristan Espiritu (Vice President, Group Creative Director)

Mike Donahue (Associate Creative Director)

Tim Bunker (Creative Director)

Blake Cleavenger (Associate Creative Director)

Holly Mullinax (Associate Creative Director)

Ben McCoy (Social Copywriter)

Helen Kwak (Social Art Director)

Becca Mendosa (Group Account Director)

Courtney DeSpain (Account Director)

Megan Philips (Senior Account Executive)

Leanne Diamond (Executive Producer)

Melissa Berg (Producer)

Jennifer Enright (Senior Program Manager)

David Poole (Group Vice President, Strategy)

Kristin Marziano (USAA - Director, Creative Product Marketing)

Paloma Cortez (USAA – Senior, Creative Product Marketing)

Director/Production: Matt Smukler, Supply & Demand

Editor: Aaron Porzel, Harbor