Community service: bank changes colors to support Michigan's final four run.

• Position: IDEA BANK - Bank of Ann Arbor - Perich Advertising + Design

Institution: Bank of Ann Arbor, Ann Arbor, Mich.

Asset size: $777 million

Agency: Perich Advertising + Design, Ann Arbor, Mich.

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It's been 20 years since the University of Michigan men's basketball team competed for a national championship. When they made it to this year's Final Four, Bank of Ann Arbor quickly changed its granny apple green billboards to maize and blue--Michigan's team colors--and included a series of messages supporting their hometown team.

One billboard said "UnBeileinable!" (Michigan is coached by John Beilein.) Another said "68 32 16 8 4 2 1"--the number of teams at various stages in the NCAA tournament with black lines being added over the numbers with each Michigan win.

Though Louisville defeated Michigan in the national championship game, it presented a final creative opportunity. The bank acknowledged the team's efforts on social media, digital billboards and online ads with the message, "Thanks for the amaizeing run."

"When our friends at Perich Advertising and Design approached us with the idea to switch our billboards, we immediately jumped at the idea," said Tim Marshall, President & CEO at Bank of Ann Arbor. "The response from our community has been tremendous and the circulation of pictures of the billboards via social media and email was off the charts," says Tim Marshall, president and CEO. "I've received numerous emails and phone calls thanking us for the support. We even had a Michigan basketball player call to thank us."

To maximize the exposure of their efforts, the bank used Facebook and Twitter as well as online ads in local media, AnnArbor.com, AnnArborChronicle.com and...