Anything but ordinary campaign.

• Position: Multimedia - Brief Article

BEST OF THE BEST AWARD ABAMN 2003 AD Awards Contest

Institution: First Gulf Bank, Gulf Shores, Ala. Assets: $233 million; seven locations. Agency: BLF Marketing, Nashville, Tenn.

This campaign stemmed from the bank's desire to attract more progressive customers in a competitive coastal marketplace. The bank serves all of Baldwin County, which has the largest area of any county in the United States east of the Mississippi River. The diverse economy ranges from rural timberlands in the north to affluent coast areas, featuring residential high-rise buildings.

To stand out against regional competition, the bank devised a repositioning strategy to relate more closely to the casual, free-spirited lifestyle of the coastal community. The aim was to achieve growth by knocking over the traditional bank stereotype--and promising customers empowerment and individual expression.

The campaign, which launched in May 2002, included print and outdoor...