Showcasing Support for Local Businesses through Civic Theatre Partnership
The challenge lay in effectively communicating First Bank's integral role in fostering community growth and supporting local enterprises. The aim was to create a narrative that not only showcased this relationship but also resonated with the community's values and aspirations, thereby reinforcing First Bank's position as a key community partner.
To address this, Maverick was tasked with a crucial part of the campaign, centering on First Bank's partnership with the Civic Theatre—a cultural institution that has served as a beacon of hope and entertainment for over 80 years in Richmond. A 60-second commercial was meticulously crafted to highlight this partnership. The commercial aimed to visually narrate the symbiotic relationship between First Bank and the Civic Theatre, demonstrating how First Bank's support has enabled the theater, and by extension, the community, to thrive. This initiative was not just about showcasing a partnership but about telling a story of community, resilience, and mutual growth.