For ASB’s 100th birthday, we dreamed big.

Since 1925, ASB has been making dreams come true. To celebrate American Savings Bank’s 100th anniversary, we were tasked with creating an ad campaign focusing on their history of impact on Hawai‘i’s communities, with the theme “100 Years of Dreams.” With fierce local banking competition, we needed to make a splash in the marketplace.

To amplify ASB’s true commitment to their communities, we wanted to communicate what it’s truly like living in the islands– that achieving your dreams in Hawai‘i is hard without help. Our vision was to create content that didn’t sugarcoat the struggle of achieving your goals. These would be grounded, inspirational spots that show how ASB has invested in our communities for 100 years.

We created a recipe for real dreams, showcasing local businesses and customers. Commercials, short-form videos, and social media showed how ASB helped Chef Robynne Maii of Fete, an ASB customer and “Buy Local” program member, survive the pandemic. We spotlighted a local couple returning to Hawai‘i after years in Washington, buying their first home with ASB’s help. We told the story of how ASB helped Brandon Lam and his family transform their mom-and-pop sandwich shop into La Tour Bakehouse, Hawaii's bakery. These truthful, hopeful and uniquely local stories showed how ASB has helped the people of Hawai‘i achieve their dreams – no matter how difficult the journey – for 100 years.