Wright-Patt Credit Union, the largest credit union in Ohio, has launched "Banking Done Wright", its first campaign from Denver agency Cactus following its appointment as integrated agency of record earlier this year. The campaign introduces a new brand platform across Central and Southwest Ohio, running across television, radio, out-of-home, digital, and social media through the end of 2026.

The creative brief is built around a direct challenge to big bank culture: unexpected fees, high borrowing costs, and financial institutions that leave consumers feeling overlooked. Rather than positioning WPCU through aspirational imagery or feel-good financial services tropes, the campaign takes an advocacy stance, standing up for everyday Ohioans and contrasting the credit union's member-first structure with an industry it argues prioritises profit over people.

A key objective is closing a significant awareness gap in Columbus, where WPCU is largely unknown outside its existing membership and widely misperceived as being limited to military personnel or Dayton-area residents. The campaign covers checking accounts, mortgages, and credit cards, and is designed to drive both awareness and member acquisition in markets where the credit union has room to grow. WPCU has been serving members for nearly 100 years.

Full story: RoastBrief

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