Harborstone is a credit union that serves the Pacific Northwest region in the US. The goal of the 2021 campaign was to build on the success of last year’s spots in establishing the strong values inherent in Harborstone. We wanted to strengthen our appeal to core customers and reach out to new and younger audiences. We approached the challenge by focusing on the universal experience everybody is familiar with – their financial journey. Understanding where different audiences are on their journey enabled us to craft a meaningful core message based on their personal money management needs, whatever stage in life they are in. We wanted to emphasise how Harborstone strives to provide the right advice and tools at the right time, helping put members on the road to financial empowerment. “Start Your Money Life Right” was the theme of the campaign that encapsulated that mission.