Banking on the Heart of Hawaii

How can a bank break perceptions and create a sense of belonging?

Background

Diverse. Breathtaking. It’s the place, but it’s also the people. First Hawaiian Bank (FHB) wanted a campaign that could speak to everyone, from grandparents to new graduates, while feeling like an authentic part of local life. So, we encouraged FHB to fully embrace the spirit of ‘yes,’ by tapping into stories inspired by life in the islands that show that First Hawaiian Bank is best in class for customers at every life stage. Heart and heritage—that’s what it’s all about.

Journey

We built off the brand’s iconic platform—"It All Starts With Yes"—to launch a fresh campaign with local talent, local focus groups and even local crew to ensure the whole story felt 100% authentic. The result? Stories that showed genuine moments of inspiration and how FHB can help bring their customers’ dreams to life.

The campaign wasn’t just about banking—it was about showing that FHB gets what it means to live in Hawaii, to dream big and to chase those dreams.

The ‘Yes’ campaign was built on deep generational insights, aligning our products, digital experiences and in-person service with customers’ evolving needs. Razorfish captured not just the heart of our brand but the real aspirations, challenges, and banking preferences that define each life stage – proving why First Hawaiian Bank is the right partner for every generation.

Bill Weeshoff, Executive Vice President, Chief Marketing Officer
First Hawaiian Bank

Outcomes

The work worked. And Hawaiians now have a bank that feels like home.

10%
lift in brand awareness in one month.
People were finally noticing FHB again.
5%
bump in brand consideration.
FHB wasn’t just “some bank.” It was the bank.
38 million
impressions and 97K+ site visits.
Attention gotten.