DNA&STONE Unveils 'We're Here For It' Campaign Celebrating NYC Hustlers

Celebrating New York's Hustlers: DNA&STONE and the 'We're Here For It' Campaign

In a bold move to resonate with New Yorkers and elevate the brand of Municipal Credit Union (MCU), DNA&STONE has rolled out a creative campaign titled "We're Here For It." This initiative aims to reflect the unique and vibrant spirit of the city that never sleeps while targeting individuals who embody the hustle of urban life.

With an extensive history dating back to 1916, MCU is New York City's oldest credit union, rooted in serving municipal employees such as police officers, firefighters, and teachers. The current campaign is shaped by in-depth research into the financial aspirations of hard-working New Yorkers, especially those facing the rising costs of living in the city. The goal is to boost awareness and membership among diverse urban dwellers who remain devoted to the Big Apple despite its challenges.

Matt McCain, the founder of DNA&STONE, points out the importance of understanding what success entails for New Yorkers. Unlike other places where traditional markers of success might be a home or a high salary, in NYC, it might mean securing a spacious apartment or managing to live comfortably without roommates. The campaign emphasizes MCU’s ability to empower these hardworking individuals, allowing them to stretch their dollars further, thereby achieving their unique versions of success.

The creative choices of this campaign are as distinctive as the city itself, featuring collaboration with several renowned New York artists and companies. One standout partner is Noble Signs, a prominent New York sign company known for its craftsmanship and vibrant designs. The Cevallos Brothers, who have spent over five decades creating iconic signs throughout the city, also contribute their artistic legacy by bringing their illustrations to life through animated video by Jelly, a local production company. All voiceovers are performed by local stand-up comedians, recorded raw on the bustling streets, capturing the authentic essence of NYC.

Kyle Markland, CEO of MCU, emphasizes the need to modernize the credit union’s image to stay relevant with current generations. By leveraging the expertise of DNA&STONE, MCU aims to not only attract new members but to also foster a community that promotes financial stability and success amidst the fast-paced lifestyle of New Yorkers.

The campaign will roll out extensively across the Greater New York City area, utilizing multiple advertising platforms such as television, streaming services (CTV and OLV), and notable out-of-home placements in high-traffic areas like subway stations, Times Square, and the Staten Island Ferry. This multi-faceted approach aims to reach individuals wherever they are, instilling a sense of pride in being part of a community that supports one another through thick and thin.

In a city characterized by its relentless pursuit of dreams and ambitions, DNA&STONE's campaign is a heartfelt homage to the millions of residents who embody the hustle and spirit of New York City. By showcasing the authentic experiences of New Yorkers, "We're Here For It" not only focuses on the services offered by MCU but also celebrates the richness and diversity of the city they love. As the campaign unfolds, more New Yorkers can expect MCU to offer not just financial assistance, but a deeper understanding and commitment to their lives and aspirations.

This innovative approach redefines the relationship between a financial institution and its community, demonstrating that MCU is more than just a credit union—it’s a partner in the journey to success in one of the most vibrant cities in the world.