All Diamond Award winners in this category are listed below.
Category’s Best winners—marked with a 💎—earned the highest score within their asset grouping.
Assets $250 million – $1 billion | Austin, TX
Howdy Hunt redefined our campus engagement by merging technology with on-the-ground brand activation. We stepped outside the expected playbook and delivered an experience that met students where they are: mobile-first, interactive, and driven by discovery. Rather than relying on standard tabling, flyers, or digital ads, the Howdy Hunt used virtual reality to turn well-known campus landmarks into interactive touchpoints, each revealing a piece of university history, a valuable reward, and a branded debit-card-themed collectible.
This approach didn’t just showcase the CU presence; it wove our brand into the physical fabric of campus in a playful, meaningful, and authentic way. This blend of virtual reality, historical storytelling, community partnerships, and high-value rewards positioned Aggieland CU as forward-thinking and deeply connected to the student experience. The activation was not only fun and innovative, it was intentional, data-driven, and scalable, demonstrating a new model for building lasting brand affinity with Gen Z audiences.
Assets greater than $1 billion | Boulder, CO
Freddy the Yeti revolutionized how Elevations engages families and children. Through creative design and interactive experiences, Freddy became a beloved mascot whose Colorado-inspired details set him apart. He starred in seasonal scenes, community events, and branch activations—delighting kids and parents with hugs and photo opportunities. Freddy’s presence extended to stickers, patches, snowball-shaped lip balm, quarterly letters, and a life-size mascot costume, making financial education fun and memorable. This creativity drove significant impact: First Tracks Youth Savings account openings and brand awareness increased significantly. This mascot proved that creativity, innovation, and a member-focused approach can transform a simple savings product into an engaging experience, build lasting relationships, and empower the next generation with financial literacy.
Assets greater than $1 billion | Tukwila, WA
Filming from a first-person point-of-view is not typically how credit unions produce advertising. Custom camera rigs, greenscreen video compositing, and chaotic real-life scenarios are not often how financial industry ads are produced. But that was our point. By using this unique creative approach, we allowed viewers to experience what BECU Video Banking feels like to use within their real life and not just see it. This campaign helped deliver 24,646 video banking sessions (+46% year-on-year growth), originated 2,074 new BECU members, and generated $28.7 million in new consumer loans. Our unconventional creative approach proved highly effective, with results that validated the success of this strategy.
Assets greater than $1 billion | Hilo, HI
Creating a workspace that was brand-forward, welcoming, and inspirational was a high priority for HFS Federal Credit Union when creating a space in our new administrative building. We designed an environment to remind our staff of the "why" behind the work that we do every day. To remind them of the impact that we can have on our members and community. To inspire new ideas, promote collaboration, and create a renewed sense of purpose in the work we do.
Assets $250 million – $1 billion | Klamath Falls, OR
The True Fraud Podcast has overcome many barriers to getting fraud education into the hands of the people who are most likely to be scammed. On the podcast, we sit down with victims of fraud and listen to their story – then chat with an expert to analyze what happened, talk through the red flags, and leave people with tips and tricks on how to avoid getting scammed.
Assets $250 million – $1 billion | Houston, TX
Smart Financial’s "Greatest Hits" broke the often sterile “banking” mold with a bold, nostalgic, and multi-sensory experience. In a market defined by commodity apathy, we shattered the clutter by marrying 1970s soul with 2020s technology. We transformed dry financial products into a personalized "soundtrack to success" featuring AI-generated original songs, a vibrant orange 45 RPM vinyl record direct mail piece, Alexa-integrated audio spots, and jukebox dream TV creative. By leveraging the YouTube universe behavioral data to deliver "dream-specific" creative, we bypassed traditional marketing fatigue to forge deep emotional connections. This campaign didn't just meet expectations; it redefined the way we can connect with both members and potential members. By combining the novelty of generative AI with the tangible warmth of vinyl, Smart Financial proved that a forward-thinking institution doesn't just manage money—it can be the soundtrack of its members' lives.
