Gingerbread Branch
Deutsch
Issue 38 | March 2016
Agency
PNC Bank
Creative Team
Chief Creative Officer: Kerry Keenan Group Creative Director: Jeremy Bernstein Senior Art Director: Alex Avis Senior Copywriter: Justin Lee Interactive Design Director: Aliza Adam Associate Design Director: Brian Gartside Design Director: Juan Carlos Pagan Designer & Illustrator: Lynne Yun Interactive Designer: Alex Miller
Production Team
Director of Integrated Production: Joe Calabrese Director of Art & Experiential Production: Sarah Manna Director of Digital Production: Suzanne Molinaro Integrated Producer: Josh Deitel Senior Print Producer: Jeanette Luis
Other Credits
Director of Technology: Kamran Aslam Associate Technology Director: Michael Nicosia Developers: Jeff Denton, Ryan Moylan Lead Motion Designer: Matt Severin Lead Experience Architect: Dan Machlin UX Designer: Priscilla Osredkar QA Engineer: Charles Hailey Director of Project Management: Clara Kim Senior Social Strategist: Jessica Yin Social Content Manager: Gurbani Chadha Social Art Director: Ashley Centrella Social Copywriter: Cristina Diaz Borda Social Project Manager: Katie Casares
Date
December 2015
Background
This was the kind of project you dream about as a kid, a project made of sugar and spice and all things nice to create a life-size working bank branch out of gingerbread! All to celebrate the PNC Christmas Price Index, an annual report that prices the gifts from the holiday carol "The Twelve Days of Christmas."
Idea
Custom illustrations of each of the 12 gifts from "The Twelve Days of Christmas" were created for the 12 columns and incorporated candy, gingerbread and frosting into everything done. The columns were inspired by frescos found at 30 Rock and this art deco aesthetic flowed through all the design elements, with a dose of Willy Wonka mixed in. From the vault that looked like a giant cookie to the ceilings that were adorned with patterns made from frosting, to a teller window made out of gingerbread, and gargoyles that became four calling birds. A Gingerbread Branch logo and custom typeface that was designed to look like candy canes were even created, both made especially for the project. These sketches led to architectural plans and the plans led to detailed 3-D renderings of the branch. After many, many meetings and technical discussions it was time to get baking. In the end the bakers, Bredenbeck's Bakery in Philadelphia, baked 2.5 tons of gingerbread to clad the whole of the bank, inside and out. That's a lot of gingerbread! To put the icing on the cake, the bank was built outside in Philadelphia, so it had to stand up to the harsh winter weather, sounds impossible, right?
Results
- 5,465 visitors
- 3,547 cups of hot chocolate distributed
- 3,043 gingerbread cookies distributed
- 17% of guests used the ATM