Everyone knew a Kyle in college. The guy who’d order pizza with zero dollars to his name, then hit you with a casual, “I got you next time.” The same guy who somehow missed rent—again—and acted like it was a surprise to both of you.

That lovable mess? He became the face of our Student Banking campaign that knew its audience a little too well. The result? A 30% spike in student checking accounts and a nod as an Effie Awards finalist.