FirstBank Leans Into Humor and Humanity With “Feel Good Banking”

Snapshot: FirstBank is rolling out a bold repositioning under the banner “Feel Good Banking,” a campaign created by independent agency TDA Boulder. The work signals a shift away from product-driven promotion toward a values-based strategy that positions the bank as a principled partner for communities. Nationally recognized for its customer experience, FirstBank wants to flip the script on banking by making it feel uplifting, even enjoyable.

The strategy is designed to resonate with values-driven individuals and small business owners who prioritize authentic local connections over mass-market uniformity. By highlighting independence and customer-first service,

Jonathan Schoenberg, executive creative director and partner at TDA Boulder, explained that humor and humanity are central to the campaign, which challenges category norms that rarely inspire warm feelings. Josie Huelskamp, president of retail banking, marketing and digital at FirstBank, emphasized that the goal is to create unexpectedly positive moments whether in the app, in a branch, or over the phone.

The campaign will roll out across in-person community events, print, radio, video, out-of-home, social, and digital, with experiential activations to follow.

Full story: Shots Magazine