Fifth Third Bank / Student Banking
Online Content
Every college student knows that guy.
He’s the roommate who never has money for rent or utilities, yet somehow always has new shoes, concert tickets, and takeout. This campaign brought Kyle to life through humor-driven scenarios that students instantly recognized, using comedy to highlight the importance of saving and spending responsibly.
By positioning Fifth Third Bank’s Student Banking as the smart alternative, we reminded students to manage their money before it manages them, and to not, under any circumstances, be that guy.
Kyle always has a reason he’s short on rent. Or groceries. Or literally anything. This time? A full music setup he definitely “needed.”
“Soundcheck”
Pay for WiFi? Kyle chose a different path. A very complicated, slightly unhinged path that somehow felt cheaper.
“Free wifi”
“Stunt Double”
Kyle will do anything to avoid work. Including outsourcing it.