Chime, the #1 most loved mobile banking app, is launching “Happy Chime.” Created in partnership with Barrett, the campaign tells a holistic brand story that celebrates Chime’s belief that everyone deserves financial peace of mind.
Now more than ever, people are looking for an alternative to fee-based banking, and Chime offers consumers that choice. Chime’s products are designed to meet the needs of these everyday people.
“Chime offers more than financial products and services, we offer financial peace of mind. Our members have told us how good banking with Chime makes them feel, and this campaign looks to capture that,” said Thierry Ambraisse, Head of Creative, Chime.
The campaign will break nationally on MTV, Syfy, Lifetime, FOX, CW, Hulu, Pluto, Tubi, Peacock, and Paramount + and social media on May 16. The spots, with a :60, three :30s, two :15s, and three :08s, follow a series of Chime members going about their day walking their dog, ordering ice cream, working only to have their day made brighter by receiving a message from Chime.
Easy credit building, early payday and fee-free overdrafts are more than a set of product features. They’re a collection of services that make up a customer-centric financial platform geared towards everyday people and makes them feel more in control of their financial health.
Barrett sought to represent the millions of people who use Chime as their primary (direct deposit) bank account. The agency worked closely with the celebrated American writer-director, Crystal Moselle to represent the small yet very authentic moments of delight experienced by Chime members every day. Each notification’s BING! sound integrates into the melody of the music as seamlessly as Chime integrates into members’ lives.
“How often do you hear someone say they love where they bank? People genuinely do love banking with Chime, we just had to bring that to life in a genuine way,” said Jamie Barrett, executive creative director, Barrett.
Barrett has worked with Chime on a number of campaigns since 2018. The goal of “Happy Chime” is to spread the word about the Chime mission and bring more Americans financial peace of mind.
Credits
CLIENT
- Head of Creative: Thierry Ambraisse
- Creative Producer: Katie Buntsma
- Copywriter: Brent Bamberger
AGENCY
- Agency: Barrett
- CCO: Jamie Barrett
- ECD: Todd Eisner
- Head of Production: Conor Duignan
- Senior Producer: Charlotte Dugoni
- Head of Accounts: Robert Woods
- Account Director: Colleen Ridder
- Account Manager: Satara Post
PRODUCTION
- Production Company: Somesuch
- Director: Crystal Moselle
- Executive Producer: Anura Idupuganti
- Head of Production: Roger Zorovich
- Line Producer: Betsy Blakemore
- Director of Photography: Jackson Hunt
- Post Production and City: Shape + Light, LA
- Editorial Company and City: Cabin Editorial, LA
- Editor: Isaac Chen
- Assistant Editor: Brian Meagher
- Visual Effects Company and City: Shape + Light, LA
- Visual Effects Flame Artists: Aaron Neitz
- Post Producer: Dale Nicholls and Jade Fuller
- Music Company and City: Squeak E Clean, LA
- Music Supervisor: Michael Frick, Position Music
- Mix House: One Union
- Sound Engineer: Joaby Deal
- Color Company: Company 3
- Colorist: Tom Poole
- Business Affairs: Tricia Krasneski