Opt For Optimism

Frost Bank

Case Study

  • Social Media
  • financial services
  • content marketing
  • animation
  • strategy
  • banking
  • community banks
  • banks
  • Content
  • production
  • strategic positioning
  • financial creative
  • Strategy and Planning

As a regional bank in a sea of national bank brands, Frost needed to reposition themselves in a way that would stand out and make their values clear.

We led a proprietary research study that revealed something big: When people are optimistic, they’re more likely to have better financial health. And with that, the mission became clear. We created a movement to encourage financial optimism and let our customers prove the value.

Our strategy teams led Frost on a first-of-its-kind endeavor: a partnership with a nationally recognized positivity psychologist. The proprietary research that followed put a spotlight on the impact optimism has on financial health.

We designed this challenge to help people make optimism part of their everyday routine. When COVID-19 changed the world, we pivoted the program to help people develop an optimism practice while adapting to life at home.

We created this nine-part video series to outline the unique ways that optimists approach their finances and encourage more people to give the habits a try.