STA created one of its most ambitious projects for one of our longest-standing clients, Florence Bank. Florence Bank has inspired Pioneer Valley residents to dance and sing along to its distinctive “Always” song since it’s rebrand in 2014. In 2018 Florence Bank came to STA and asked us to do something a little different for their yearly brand campaign, and we delivered an emotional campaign that resonated deeply with the community.
STA captured the poignant moments in the lives of the people who live and work in Western Massachusetts where Florence is headquartered. Our intention for this campaign was to create inspiring video storytelling that was reminiscent of the Florence Bank ads the community has grown to know and love. The moments are all wildly different but connected together with the brands “Always” signature.
The videos are a mix of professionally shot video and user-generated content showcasing Florence Bank’s promise to “Always” be there for the community for all the moments big and small in an authentic and genuine way.