Case Study: Michigan First Credit Union Builds Emotional Detroit Connection with First Fight

Michigan First Credit Union airs 1:30-to-:15 spots with First Fight

Michigan First Credit Union, a credit union founded in Detroit nearly a century ago, faced the challenge of creating a heartfelt story to connect their brand with the city's culture for a premiere during the Thanksgiving Day Parade. They wanted to shift public perception with an emotional narrative that avoided heavy branding or a direct sales pitch. The vendor, First Fight, was tasked with creating this genuine piece.

First Fight developed a poetic and stylized script, overlaying archival footage of Detroit onto present-day locations to create a seamless narrative. They used a local poet as talent and shot throughout the city to ensure authenticity. The final campaign premiered during the parade and aired widely, resonating deeply with viewers. First Fight successfully changed public perception for the client and created a memorable moment for the community.

Michigan First Credit Union