We completely rebranded GMAC—previously a car-financing bank—to an online consumer retail bank. We developed the new bank's name, Ally, and the new brand identity. Then, we launched a campaign that talked about the truth of this new entity: The world doesn’t need another bank; it needs a better one.

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Our story became one of looking at banking through the eyes of children. We showed the faults of banking that Ally was fixing by exposing those faults to kids and having kids respond with all of their brutal honesty and bluntness.