Although Member One Federal Credit Union has grown to a healthy size, it is still first and foremost a part of its Virginia community. To help keep video messaging centered on this truth, Ethic has developed the Member One community, an animated town where everyday neighbors’ lives are improved by cooperation with one another—and by the products and services offered by Member One.
The community, which today includes high, medium and low density housing, a school, a park, a hospital, a few shops and a Member One retail location, has evolved over time as all communities do.
Its characters live, work and play against this backdrop: an ice cream man rolls down the street with his dog, young professionals plug away at their phones and laptops on park benches and scooters, friends pause during a jog to enjoy street magic or grab a bite at the corner sidewalk cafe. Kids hop on and off of school buses and gather in treehouses. Families buy homes, homeowners renovate, and neighborhood groups practice yoga in the park. Member One is part of it all, sometimes literally (guess what mobile app those young professionals are using!) or simply as a reminder that Member One is not only staffed by local community members, but owned by its members as well.
Our early community TV spots kept the camera at a distance, as in the community’s debut, below. Over time, we’ve pushed closer to the lives of our characters, making them more expressive and allowing them to bring the community itself to life as it continues to provide the thread that connects them.
Here, we’ve reimagined our first home buyers from a new perspective, illustrating how they might look in today’s updated community aesthetic.
Member One itself is often seen in the Member One community, of course. That sleek modern architecture is a great background for many scenes, like this Checking ad.
The consistent use of the flat animation style and the neighborhood itself have contributed to increased brand recognition within the credit union’s local market. This also provides a convenient animation framework that allows us to create explainers and other videos in short order as needed.