Once upon a time.

• Position: Seaside National Bank - Brief article

Winner: Customer Acquisition and Retention: Asset Size: Under $500 Million

Institution: Seaside National Bank & Trust, Orlando, Fla.

In the campaign that started in January 2009, the de novo bank utilized black and white images of children in a coastal setting to evoke emotion and capture attention.

The campaign objective was to emphasize that the bank is client focused and serves as a relationship adviser. The bank says it strives to get to know its clients as individuals--only then will the bank be able to advise them on the...