LaSalle Bank had been a leading brand in Chicago for over 100 years. Consumers and business customers alike held LaSalle in high regard and recognized the bank as a trusted financial institution. Faced with an onslaught of local banking competition where consumers were bombarded with a flurry of advertising and incentives, Energy BBDO saw an opportunity to uniquely reposition LaSalle Bank and re-energize the brand with consumers. By adopting the global tagline of parent company ABN AMRO, “Making More Possible,” and making it relevant to US consumers, we were able to demonstrate the bank’s high customer service standards and showcase the bank’s deep understanding of what is important to their customers.