This year, Fifth Third Bank (5/3 Bank) is testing the waters of a Shark Week sponsorship during Discovery Channel’s 30th anniversary of the highly-anticipated summer event which returned Sunday.

The campaign leverages Fifth Third Bank’s popular “Fee Shark” which was first introduced in January 2018 by creative agency Pereira O’Dell. The mockumentary focuses on the titular fish that feeds on a strict diet of ATM fees. In the footage, a marine biologist, a surfer and a fisherman are interviewed about encounters they survived with the costliest of creatures.

The short film is currently airing during summer’s must-see week of shark programming on Discovery Channel, the Discovery Go app and Discovery’s Snapchat Show, “Shark Week on Snapchat,” in addition to being available on the Bank’s social media and YouTube channels.

“In a sense ‘Fee Shark’ is its own class of educational programming in that you become aware of predatory ATM fees that lurk around every corner,” said Rob Lambrechts Chief Creative Officer at Pereira O’Dell.

“Fee Shark has proven to re-energize our brand by appealing to a younger audience with a fresh approach that entertains and informs,” said Matt Jauchius, Executive Vice President, Chief Marketing Officer at Fifth Third Bank. “Given the brand recall of Fee Shark to our brand and fee-free ATM network, a Shark Week sponsorship seemed like a natural fit.”

Fifth Third provides its customers with access to more than 50,000 fee-free partner ATMs nationwide. The 160-year old company is known for innovation, having invented the first online shared ATM network in 1977. Fifth Third also has worked with fintech firms and independently to bring emerging technologies to the marketplace. Early last year, Fifth Third joined the Zelle® Network to help customers make safe, fast and simple person-to-person payments, and most recently, introduced cardless ATMs utilizing the Bank’s mobile app.

Learn more at http://www.mostdangerousshark.com

Agency: Pereira O’Dell

Chief Creative Officer: Robert Lambrechts

Creative Director: Kyle Jones

Design Director: Moses Kelany

Copywriter: Jonathan Carl

Art Directors: Rafaela Teixeira, Hien Le

VP of Production: Jeff Ferro

Senior Producer: Brian Stanley

Director of Project Management: Lindsey Anderson

Project Manager: Alysa Fukunaga

Senior Business Affairs Manager: Diane DeLisa

Business Affairs Manager: Christina Hadly

Group Brand Director: Natalie Nymark

Brand Director: Diana Wolff

Brand Supervisor: Anna Raynor

Brand Manager: Morgan Theis

Director of Public Relations: Molly Parsley

Director of Communication Strategy: Ashley Wells

Associate Director of Communication Strategy: Breanne Brock

Social Strategist: Damara Dikeou, Heather Wargnier

Sr. Insights & Data Strategist: Emily Kim

Community Manager: Ryan Phillips, Kaitlin Henning

Production Company: World War Seven

Director: Pete Marquis

Producer: Gunnar Clancey

Director of Photography: Pete Thompson

Executive Producer: Josh Ferrazzano

Head of Production: Megan Pfaffenroth

Editorial and Finish: Cosmo Street

Editor: Zachary Winick

Assistant Editor: Jason Overbeck

Flame Artist: Shinya Sato

Post Producer: Kacie Gomez

Executive Producer: Yvette Cobarrubias-Sears

Color: Apache

Colorist: Steven Rodriguez

Sound Design and Mix: One Union

Engineer: Eben Carr

Executive Producer: Vickie Sornslip

Social Content: Barrelhouse Productions

Editor: Mitchell Hunter

Integrated Producer: Josh Diaz

Content Producer: Justine Mar