Lots of banks use the word “Free.” But only one bank can own Freeness. Rockland Trust’s genuine belief in fairness is what motivates them to offer free checking. And they needed a big idea that was an embodiment of this philosophy. We were tasked with making something ownable and memorable out of free - an idea that is basically universal - and setting Rockland’s take on the idea apart from everyone else’s. The solution? Make a product out of it. And so, through the earnest and excited voice of Freeness Guy, and his stoic, heroic counterpart Tank the Fee Detector, the idea of Freeness is being embraced and enjoyed by customers everywhere.