First State Bank runs an annual Banksgiving promotion that supports local nonprofits’ missions. They focus on funding those that make a measurable impact across Macomb and Oakland County. Through public nominations and voting, they are then given what they need to boost the effectiveness of their work.
Our role was helping those stories land emotionally. We produced the campaign videos used across social, creating pieces that felt personal without coming off inauthentic. The focus was never just the donation itself. It was the people behind the organizations and how local institutions have the ability to build up the community around them.
Publicizing this annual campaign is not to show off how morally righteous they are. FSB wants this to be known so local nonprofits can know in the future how they can gain support from this charitable event. So, instead of overproducing, we honed in on the sincerity of it all, allowing the organizations and volunteers to speak their piece naturally. Those stories were fluidly repurposed into social media to continue the conversation into the following year.
While we just captured and produced this event, it was an honor to be able to highlight First State Bank’s commitment to their community. The experience was contagious and motivating for all involved.
