APPLE VALLEY, Minn. — Wings Credit Union has launched its first major brand advertising campaign since completing its merger with Colorado-based Ent Credit Union earlier this year, introducing a new brand promise centered on helping members make financial progress through everyday challenges.
According to Wings Credit Union, the multi-channel campaign, titled “Let’s Figure It Out, Together,” will run across Colorado, Minnesota and Wisconsin through the end of the year. Developed by advertising agency Cactus, the campaign introduces the combined organization under the brand promise “Making Progress Personal.”
Rather than relying on aspirational messaging, the campaign focuses on the financial pressures consumers face, including managing daily expenses, purchasing a first home and saving for the future. The campaign positions Wings as a financial partner offering practical guidance as members navigate financial decisions.
Reflecting ‘Uncertainty’
Cactus said the creative approach was designed to reflect the uncertainty many consumers experience while making financial choices and to make financial progress feel more attainable.
“This work wouldn’t have been possible without a partner like Wings, who trusted us to push toward something deeply honest and human,” Joe Conrad, CEO of Cactus, said in a statement. “The campaign skips the stock-photography smiles that usually define credit union advertising, and leans into something grittier and more real. It has a quiet confidence, tapping into relatable, real-life consumer tensions about making ends meet, buying that first house and saving for the future.”
According to Wings, the campaign departs from more traditional credit union advertising by emphasizing authentic, everyday consumer experiences rather than idealized financial success.
The campaign includes television, radio, out-of-home advertising, print, digital and social media placements, with localized creative tailored to audiences in Colorado, Minnesota and Wisconsin.
‘Human Connection’
“Credit unions are up against national banks that outspend us many times over,” Amy Nigrelli, Wings Credit Union’s chief marketing officer, said in a statement. “What gives us an advantage is real, human connection, and this campaign captures exactly that. Cactus helped us create something that feels true to who we are — a partner that’s genuinely invested in helping our members make real progress.”
Wings Credit Union said the campaign is expected to remain in market through the end of 2026.
A TV spot can be viewed here.
