100th anniversary campaign.

• Position: Union Bank & Trust 100th anniversary - Brief Article

BEST OF THE BEST AWARD ABAMN 2003 AD Awards Contest

Institution: Union Bank & Trust, Bowling Green, Va. Assets: $800 million; 20 locations.

When its 100th anniversary rolled around, the bank decided to celebrate in a way that was consistent with its brand personality and marketing position, which it stated as "Big enough to help, small enough to care."

"We saw it as an opportunity to increase the bank's likability quotient through the use of self-deprecating humor to make a point," say Tammy Jackson of the bank.

The bank was fortunate in that it had access to a treasure trove of historical material that it could use to develop anniversary ads that were both relevant and fun. For example, the bank dug up the fact that in 1919 the bank had a marketing program in which it entered into contracts with...