NRL Federal Credit Union challenged us to develop a campaign to appeal to a younger audience. The CU’s membership was historically older, higher-income scientists from the Naval Research Laboratory, so we created a fresh concept that used the CU’s Naval Lab roots as a selling point to young adults who think science is cool. We launched in the fall of 2019 with a Generation Y-focused campaign that welcomed them to enjoy the same benefits once exclusively available to NRL scientists. In 2020, we expanded the campaign to be the overarching message for all advertising: We’ve Got Banking Down to a Science.