“We don’t pause too long. Then it’s about what’s next.”
That’s how Tom Holmes, President of HMC Advertising, responded to news that his agency’s work with People’s Credit Union had just picked up two major awards. It’s a refreshingly short victory lap.
The awards in question are NEFFIEs, handed out by the New England Financial Marketing Association (NEFMA) to honor creative and innovative work in financial marketing across the region. People’s Credit Union collected both a Gold and a Bronze at NEFMA’s Annual Fall Conference in Natick, MA.
Gold: Bus Wraps That Carry the Brand
The Gold NEFFIE came in the Out-of-Home Advertising category. People’s teamed up with HMC Advertising on branded bus wraps for the “You Belong Here” campaign. The idea was simple: take the brand’s message beyond branches and screens and put it out on the road, where it reinforces the credit union’s local presence in the communities it serves.
Bronze: Personality Across Channels
The same campaign also earned a Bronze NEFFIE in the Social Media, Agency category. Judges recognized how “You Belong Here” brings the brand’s personality to life and connects with audiences in both digital and physical spaces.
What the Team Said
Jess Holden, Head of Marketing Communications at People’s Credit Union, credited the whole organization. “Winning these two NEFFIE awards reflects the collective creativity, collaboration, and commitment of our credit union,” she said. “We set out to highlight what makes People’s different by bringing our strengths to life through creative messaging that challenges the status quo. The campaign showcases the ways we go above and beyond for our members and communities. These awards celebrate not just our marketing efforts, but the people and values behind the People’s Credit Union brand.”
Holmes added that People’s is “such an important part of the Rhode Island community and of course a great partner to us,” and said it was nice to look up from the work and see it recognized at NEFMA.
A Takeaway for Your Own Marketing
This campaign worked across a bus, a social feed, and a branch with one consistent message. If you’re planning your next campaign, start by writing the single sentence you want people to remember. Then check every channel you use, physical and digital, to make sure it says that same thing.