Overview

Client: Service Credit Union
Campaign Focus: Business Banking & Brand Trust
Athlete Partner: Keegan Bradley, PGA Tour Star & 2025 Ryder Cup Captain

The Challenge

In a crowded financial landscape, Service Credit Union sought to differentiate its business banking services through authentic storytelling - showcasing its deep commitment to the people and communities it serves. The goal was to create an emotional, resonant campaign that emphasized trust, service, and shared values - beyond traditional product offerings.

The Insight

TRUST is the foundation of any great relationship - whether between a golfer and his caddy, or between a business owner and their banking partner. That insight inspired us to tell a story not just about success, but about what it takes to succeed: reliability, loyalty, and the power of showing up for one another.

The Story

We partnered with Keegan Bradley, New England native and one of the top PGA golfers in the world. Keegan’s journey - from humble beginnings to being named 2025 Ryder Cup Captain - mirrors the entrepreneurial spirit of Service Credit Union’s small business members: the drive to compete, the heart to lead, and the integrity to serve.

In this campaign, we explored the trusted relationship between Keegan and his caddy - one built on years of shared experiences, deep understanding, and mutual respect. It became the perfect metaphor for the relationship Service Credit Union builds with every business client they serve: dependable, knowledgeable, and always ready to - GO BEYOND SERVICE.

We showcased how both Keegan and Service Credit Union "go beyond" as leaders, as family men, and as champions for the communities they represent. Keegan’s personal values and unwavering commitment to his roots made him the ideal ambassador to bring Service Credit Union’s message to life.

The Execution

Through powerful storytelling and emotional visuals, the campaign ran across broadcast, digital, and social channels - anchored by the message:

“Success Built on Trust. Banking Built on Service.”

The campaign also featured Keegan speaking directly about what it means to “serve those who serve,” highlighting Service Credit Union’s role in supporting both small businesses and military families.

With Service Credit Union stitched into his collar, Keegan became not just a brand partner - but a symbol of what it means to represent something greater than yourself.

The Results

The campaign has generated high-impact engagement across key markets and became a cornerstone of Service Credit Union’s business banking identity. More importantly, it deepened emotional connection and brand loyalty, showing the world that trust isn’t something you say - it’s something you show.