The What:

Dramatize M&T Bank's track record of successfully offering many varied services in its role as corporate trustee for both privately placed and municipal bond issues.

And How:

A series of tube mailers, each thematically wrapped and containing a different kind of headgear and attached message (e.g. a raccoon hat with the card reading "we're pioneers in corporate trust"), dramatized M&T's ability to "wear many hats," thus providing customers with a broader range of services in the competitive corporate trust arena.