No BS* Banking

For a category flooded with empty promises and hidden fees, BankUnited wanted to make a bold statement: no BS*. We developed a full-scale campaign: print, TV, and digital, that called out the industry’s nonsense and positioned BankUnited as the no-nonsense alternative. With a bull-headed mascot named “Harry S. Beauvine” (yes, really), the campaign poked fun at traditional banks while building real trust with customers. The message was clear: it’s time to switch to a better bank.

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