Community South Credit Union was ready to cast away their old cookie-cutter kid’s club. As their marketing Partners on Demand, we immediately identified an opportunity to build on their strong “lakes and fishing,” natured-oriented brand. We developed the Reel Money Kids Club featuring an all-new mascot, Gil. In order to help instill good habits and teach valuable money lessons, the children are rewarded for saving money, getting good grades, and celebrating birthdays with wooden nickels, called fins.. The credit union hosts quarterly celebrations where club members can redeem their fins for prizes, sweet treats, and games. We even produced a life-like version of Gil who can often be seen at these celebrations and other community events sponsored by the credit union.