Grandparents: people who need people.

• Position: Print Ad Single - Brief Article

Institution: Peoples Bank of Commerce, Cambridge, Minn. Assets: $250 million; six locations Agency: Mary Mentzer Creative LLC, Minneapolis

The objective was to raise awareness about the bank's refined brand and to promote the opening of a new branch location. The ad focused on the bank's accessibility and common values with the target audience (seniors age 55 and older).

This ad was one of four that made up a series published from July through December 2003.

According to Andrea Ferkingstad, the bank's marketing director, an effective branding campaign should:

* Get the audience to stop and pay attention. "Message should be memorable."

* Appeal to emotions. "Connect with your audience on an emotional level before you try to convince them of the benefits of your service. "Use humor, wit, fear or...