CAROLYN ZIGMUND
 

Huntington Bank

With the economy in the toilet, jobs scarce and people highly suspicious of banks, Huntington asked to ​introduce new products and their overarching philosophy of being fair. Using the asterisk as a symbol of other banks’ fee-charging greed—and by extension, their unfairness—we gave consumers a front-row seat to the sense of anxiety and frustration they feel when don’t know if using their ATM card will incur another fee. Customers put aside their

cynicism and switched to Huntington, proving that sometimes it does pay to be the good guy.