Butterfield, Bermuda’s first and largest independent bank, had been running with a campaign proposition for the past decade and asked us to revitalise its interpretation.
Butterfield Wealth Management
A fresh interpretation of an established campaign proposition
![Butterfield case study cover landscape 01](https://www.fininternational.com/app/uploads/2019/03/Butterfield-case-study-cover-landscape-02.jpg)
The brief
The established campaign message was “Butterfield & You”, expressed with a concept of ‘natural pairings’. We were asked to evolve and reinterpret this concept through a number of ads aimed at Butterfield’s Wealth Management customers.
![BUTTERFIELD case 01](https://www.fininternational.com/app/uploads/2019/03/BUTTERFIELD-CASE-STUDY-X3-POSTERS-1780x-.jpg)
Our response
We presented a number of ideas on the theme of partnerships and eventually settled on a concept of Butterfield reflecting their clients’ needs. We chose three animals to symbolise the various virtues of working with Butterfield; an owl representing wisdom, a humming bird for agility and a butterfly for transformation. Each was made to appear being reflected in a body of water, in as natural a way as possible. We ensured that elements of this theme were present in the body copy, to ensure strong concept synergy.
![BUTTERFIELD CASE STUDY 04](https://www.fininternational.com/app/uploads/2019/03/BUTTERFIELD-CASE-STUDY-04.jpg)
![BUTTERFIELD case 03](https://www.fininternational.com/app/uploads/2019/03/BUTTERFIELD-CASE-STUDY-STAIRS-BILLBOARD-1780x-.jpg)
![BUTTERFIELD case 07](https://www.fininternational.com/app/uploads/2019/03/BUTTERFIELD-MAGAZINE-ALTERNATIVE-case-study-1780x-.jpg)
![sponsorship posters](https://www.fininternational.com/app/uploads/2019/03/sponsorship-posters_1780x.jpg)
The result
The campaign was rolled out mainly in the press, with some digital banners in a local publication. Having achieved this new and distinctive look, we then extended the reflection concept to Butterfield’s more generic sponsorship ads, focusing on the arts.
![BUTTERFIELD case 06](https://www.fininternational.com/app/uploads/2019/03/BUTTERFIELD-CASE-STUDY-MAGAZINE-1780x-.jpg)