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CITIZENS BANK MORTGAGE 

concepting | copywriting | art direction

Big Idea: Show a more personal side to mortgage shoppers, showing that Citizens is friendly, professional and knows it's more than just a house.

 

Most every bank offers mortgage solutions, so Citizens needed a way to step out of the crowd. I wanted to put a very human face on their products, focusing on people instead of percentages. The first ad targets move-up buyers and the second ad targets first-time homebuyers.

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