The challenge here was to take a product that all banks offer and make it feel special. So rather than just talking about a checking account, we turned the concept of free into a product of its own. We were charged with creating something interruptive and light-hearted, which is a very refreshing approach in banking, and it led to a campaign that stood out by not taking itself too seriously; a foil to the stilted tone cultivated by many banks. The launch materials worked really well, too. People began showing up at bank locations asking for their Freeness. This is an example of a pretty big-feeling idea that happened in a space where you might not expect one—something we constantly challenge ourselves to do.