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 | Topeka, KS
The ENVISTABLACK: Built for Bold campaign proved that credit unions don’t have to outspend national issuers to stand out—they have to out-connect them. By leading with mindset, momentum, and human relevance instead of rates alone, we repositioned a credit card as a lifestyle tool rather than a commodity. The campaign showed the power of consistency across channels, where bold creative, short-form video, and simple, confident messaging worked together to drive strong awareness and engagement. One of our biggest takeaways was the impact of treating staff as a core marketing channel; internal alignment amplified credibility and extended reach beyond paid media. Performance TV delivered exceptional completion rates, reinforcing the value of storytelling over interruption, while integrated digital and out-of-home built sustained visibility. Ultimately, the campaign met our goals by strengthening brand perception, sparking meaningful conversations, and laying a scalable foundation for long-term product growth rooted in authenticity and trust.
Assets greater than $1 billion | Kalispell, MT
Pay Later, Drive Now proved that a simple promise, told with distinctive animation, can cut through a crowded car-loan market. We led with a hand-animated 30-second spot and kept the “90 days, no payments” message consistent across TV/streaming, billboards, radio, and search, then routed high-intent shoppers to a dedicated landing page built for speed and clarity. The takeaway: video wins attention, but performance comes from pairing that attention with a frictionless next step. The campaign generated 343 funded car loans totaling $9.85M in balances, a +55% lift in loans versus the four-year Jun–Aug average, while the new promo landing page drew 12,467 views. In short: creative that feels local and memorable, backed by smart intent capture, can deliver measurable growth.
Assets greater than $1 billion | Tukwila, WA
Most video banking ads focus on technology. We focused on the human connection it fosters—a real BECU member consultant (not an actor) helping members open accounts, apply for loans, and get answers. Members get this help where it’s most convenient for them. The results speak for themselves: 24,646 sessions (+46% year-over-year), 2,074 new members, and $28.7 million in consumer loans. Our approach is simple: “Digital First, Human Always.” When you make banking easy and human, people use it.
Assets greater than $1 billion | Moon Township, PA
This campaign brought a fresh, approachable perspective to our industry. By showcasing Clearview staff as relatable neighbors who understand the community, we made financial advice feel accessible and friendly. Through a mix of humorous videos we reinforced the message that expert financial help is always nearby. This campaign not only deepened brand awareness but also drove consideration, proving that relatability and proximity can be powerful differentiators in a competitive market. It’s a reminder that financial empowerment starts with a trusted partner who truly “gets” you.
Assets greater than $1 billion | Allentown, PA
This campaign celebrated Decatur Earthmover Credit Union’s ongoing partnership with the 217 ALZ Wiffle Ball Tournament, highlighting the families, organization, and community impact behind the event. Through a compelling video, we were able to tell a personal story that resonated with both the local community and broader audiences, reinforcing DECU’s commitment to meaningful local initiatives. The key takeaway was the power of storytelling to connect with people emotionally, beyond traditional sponsorship visibility. By focusing on authentic experiences rather than just event promotion, the video strengthened brand perception, built goodwill, and showcased DECU’s role in making a positive difference. This approach exceeded our objectives by deepening community engagement, raising awareness for both the tournament and the credit union, and demonstrating that supporting local causes can be a powerful and relatable way to highlight a brand’s values.
Assets greater than $1 billion | Allentown, PA
“Don’t wish for a better bank, join a credit union” was a brand awareness video designed to break through the noise of traditional banking advertising in our market. Instead of competing on rates or product claims, we challenged complacency by tapping into a shared consumer truth: people feel overwhelmed by financial systems that are complicated by design and have largely checked out. Our key takeaway was that simplicity can be disruptive. By keeping the message light, fun, and approachable, we reframed better banking as something easy and within reach. The campaign avoided industry jargon and leaned into empowerment, inviting people to stop wishing for change and take a simple action. For marketers, this campaign demonstrates the power of clear insight, emotional relevance, and tone. In a crowded category, being human, confident, and uncomplicated helped us stand out and reposition the credit union as a refreshing, member-focused alternative.
Assets greater than $1 billion | Vancouver, WA
Opening a new branch in a new market is serious business, but it doesn’t have to be boring. To introduce iQ Credit Union to Sherwood, we leaned into the town’s Robin Hood identity with a video commercial series that used wit and wordplay to create quick local recognition. The spots balanced humor with clarity, making the branch opening easy to remember while reinforcing iQ’s values and a strong new account offer. The commercials set the tone for the launch and were supported by digital and direct mail efforts throughout the opening period. Through all of the efforts of this campaign we exceeded our goal of 200 new members in the first four months after opening.
Assets $250 million – $1 billion | Sodus, NY
Our goal was simple: create an ad so remarkably cinematic that it gives viewers pause. We wanted to ensure the pace, tone, and production value were so antithetical to the often loud, fast-paced ads you see online and on TV that it made viewers want to engage. Our small but mighty marketing team set out with a lean budget and created a commercial with the quality of a large national brand. Every frame was planned with intention and authenticity, featuring our marketing manager’s parents’ front yard, a barn built by our creative specialist’s great-grandfather a century ago, and our marketing assistant’s father’s yellow 1978 Ford pickup that stole the show. These touchpoints tell a real story of the lives Reliant Credit Union has touched since our founding 55 years ago. We hope this project reflects that small but resourceful marketing teams, even in rural markets, can deliver next-level results.
Assets greater than $1 billion | Liberty Lake, WA
Our 1% cash back campaign is an easy lever for the credit union to pull to generate loan portfolio growth, and to support our members’ financial needs. In an incredibly competitive lending landscape, we’ve found that sweetening the deal by offering up to $500 cash back is often a strong enough differentiator to bring substantial new loan dollars to the credit union. This year, we created a cash-back animation that uses humor and evergreen messaging to bring home the point that an existing loan “just might be able to pay you for a change.”
Assets greater than $1 billion | North Augusta, SC
Greatest Stories Start Small is a cinematic, emotionally driven commercial that illustrates SRP Federal Credit Union’s purpose through the lens of everyday life. Rather than focusing on transactions, the video tells a human story that reflects how SRP walks alongside its members through every stage of life starting from childhood to legacy planning. By transforming financial products into meaningful milestones, the commercial reveals SRP’s mission through lived experience instead of direct explanation. The campaign generated a strong response, including a high number of new memberships, proving that highlighting people, real-life moments, and emotional connection, rather than products, resonates with audiences and delivers satisfying results.
Assets greater than $1 billion | Lexington, KY
This Super Bowl TV spot was created for two simple reasons. To promote an excellent product, and to leverage our partnerships with athletes and local celebrities to create something truly entertaining and memorable. While numbers are always difficult to define when it comes to TV ads, this commercial undoubtedly supported the huge popularity of our High Yield Savings Account, which resulted in 5,369 accounts with over $71 million in opening balances over the course of the four-month campaign. We heard repeatedly from colleagues, members, friends, family and even rival financial institutions that this commercial really resonated with them and brought both the Credit Union and our product to the fore.
