M&T Bank  |  Green Flag

Waving the flag for M&T.

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The challenge.

In the midst of a turbulent economy, we were charged with creating a campaign for M&T Bank that reassured current customers – as well as potential new ones – that the bank was eager to offer the financial guidance and services to help meet today’s challenges. We wanted to reinforce M&T’s stature as one of the best performing banks in the country, and a strong ray of hope in a time of turmoil.

Our answer.

The green flag was born – with M&T’s vibrant corporate color and logo prominent – a new symbol of optimism, hope, and triumph over challenges. In our communications, we featured strong, confident people proudly raising their green flags. We communicated our message throughout M&T Bank’s markets, utilizing newspaper ads, TV, and of course, green flags waving atop bus shelters and train stations.

The results.

The campaign proved to be incredibly successful. By the end of the first year, the bank saw a significant increase in checking account openings over the previous one. Research also showed a healthy lift in unaided awareness of M&T Bank. The campaign even caught fire internally, with employees at all levels of the company rallying around the effort – even capturing themselves proudly waving green flags all over the world.

The work.

M&T Bank - Green Flag Print Ad
M&T Bank - Green Flag Billboard
M&T Bank - Green Flag Bus Wrap
M&T Bank - Green Flag Bus Shelter

We flew actual flags atop bus shelters.

M&T Bank - Green Flag Fred Jackson Ad

When football season hit,
we got popular players into the act.


M&T Bank - Green Flag Year Two

In year two, we freshened up the campaign with rich, full-color photography.

Client profile.

Founded in 1856 in Buffalo, NY, M&T is one of the strongest banks in the country today, with a growing presence throughout the Northeast and Mid-Atlantic.

A word from our sponsor.

The “Raise the Green Flag” campaign developed by Crowley Webb has been highly successful for M&T Bank. It has helped drive strong year-over-year increases in checking account sales while at the same time reinforcing the M&T brand.

Bob Moody, M&T Bank Administrative VP, Advertising