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

In an increasingly crowded financial landscape, Service Credit Union set out to differentiate its business banking offering in a meaningful way. Rather than lead with traditional product offerings, the brand wanted to tell a deeper story that’s rooted in trust, service, and shared values.

The goal: create an emotionally resonant campaign that authentically reflected Service Credit Union’s commitment to the people and communities it serves, while building credibility and connection with small business owners.

We built the campaign around a simple truth: trust is the foundation of every successful relationship. Whether between a golfer and his caddy or a business owner and their financial institution, success depends on reliability, loyalty, and showing up day after day.

We partnered with Keegan Bradley, a PGA Tour star, New England native, and 2025 Ryder Cup Captain, whose journey and values mirror the entrepreneurial spirit of Service Credit Union’s small business members. His trusted relationship with his caddy became a powerful metaphor for how Service Credit Union partners with its business clients by being dependable, knowledgeable, and committed to going beyond service.

A cinematic, emotionally driven brand campaign featuring Keegan Bradley as both athlete and ambassador. The storytelling highlighted shared values of leadership, service, and community, on and off the course.

The campaign launched across broadcast, digital, and social platforms, anchored by the message: “Success Built on Trust. Banking Built on Service.” Keegan also spoke directly about what it means to “serve those who serve,” reinforcing Service Credit Union’s commitment to small businesses and military families.

The campaign humanized Service Credit Union’s business banking brand, strengthening emotional connection and credibility. With Service Credit Union proudly stitched into his collar, Keegan became more than a spokesperson. He became a symbol of trust, service, and representing something bigger than yourself.

The campaign delivered strong engagement across key markets and quickly became a cornerstone of Service Credit Union’s business banking brand identity.

More importantly, it strengthened emotional connection and brand loyalty, proving that trust isn’t something you claim, it’s something you show.