New work from Cramer-Krasselt continues to push Landmark Credit Union away from traditional financial marketing and toward something far more human.
Part of Landmark’s ongoing “Banking Made Easy” platform, the campaign focuses on easing the emotional stress that often comes with major life moments, from newlyweds combining finances to first-time parents navigating homeownership. Rather than leaning on rates, fine print, or financial jargon, the spots center on warmth, simplicity, and real-life storytelling.
Two 30-second films, created by Sarofsky, anchor the rollout. In “Mark and Mallory,” a newly married couple finds stability after their wedding by opening a joint checking account and securing both home and auto loans through Landmark Credit Union. The story highlights how financial decisions can feel less overwhelming when support is intuitive and accessible. Watch below:
“Roommate Situation” takes a lighter turn, following three surprise newborns that send first-time parents scrambling for their first home. Landmark remains a steady presence throughout the process, reinforcing the brand’s role as a partner rather than a provider.
“A simple visual idea anchors the campaign: human hands as a stand-in for Landmark employees,” said Betsy Brown, EVP Managing Director at Cramer-Krasselt. “Paired with CG environments, this design allows the work to communicate Landmark’s service and simplicity, emphasizing its people-first approach to finances.”
“Banking often feels complex or intimidating, especially during pivotal life moments,” adds Jina Amaro, SVP Marketing at Landmark Credit Union. “Through this work, we wanted to show how Landmark Credit Union leans into those inflection points. Cramer-Krasselt created a campaign that shows how we make banking feel simpler, more convenient, and with less hassles, especially during those important times.”
Visually, the campaign introduces a distinctive creative device. Human hands stand in for Landmark employees, interacting with CG environments to symbolize guidance, care, and simplicity. The approach reinforces the brand’s people-first philosophy while keeping the storytelling clear and emotionally grounded.
The campaign launches today across TV, CTV, social, OOH, and radio.
CREDITS:
BRAND: Landmark
- Jina Amaro, Senior Vice President, Marketing
AGENCY: C-K
- Todd Stone, Executive Creative Director
- Jim Root, Group Creative Director
- Sandy DerHovsepian, Copywriter
- Mallory Kubenik, Senior Art Director
- Brian Cooper, Director of Production Operations & Services
- John Freckmann, Director of Account Management
- Taylor Kaine, Account Supervisor
- Eddie Otto, Associate Strategy Director
PRODUCTION PARTNER: Sarofsky
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