Wells Fargo is the 3rd largest bank in the U.S. For generations, we’ve been helping people go further. From exchanging gold coins for paper checks to designing online transactions, we’re continually innovating so our customers can get ahead.
With customers’ needs at the center of their journey,
Wells Fargo continuously has shown a progressive mindset throughout
their history.
With customers’ needs at the center of their journey,
Wells Fargo continuously has shown a progressive mindset throughout
their history.
The Client Ask:
To Gen Z, what does “banking” mean and what does it mean to have a "relationship" with your bank?
To Gen Z, what does “banking” mean and what does it mean to have a "relationship" with your bank?
How does this contrast with other generations
like Millennials?
like Millennials?
Meet the Team
"I am stuck. I don't know if my questions for interview participants and survey are accurate enough?"
- Venisha Henry
Strategic Researcher
- Venisha Henry
Strategic Researcher
"Well, let's confirm with Lisa about
this and see if questions actually are accurate."
- Anmol
Project Manager
this and see if questions actually are accurate."
- Anmol
Project Manager
"Questions should be about the relationship between humans and banks and how much that matters to Gen-Zs"
- Lisandra de la Paz
Brand Strategist
- Lisandra de la Paz
Brand Strategist
Determining the Target Audience:
Gen Z wants to have a relationship with banks that allows gaining financial stability which is Freedom, Security, & Empowerment.
Gen Z wants to have a relationship with banks that allows gaining financial stability which is Freedom, Security, & Empowerment.
"I get that Wells Fargo has
great history but it's not relevant to Gen Z so,
how will they work together since they are so
apart from one another."
- Lisandra de la Paz
Brand Strategist
great history but it's not relevant to Gen Z so,
how will they work together since they are so
apart from one another."
- Lisandra de la Paz
Brand Strategist
"Well, let's meet up with the team
to discuss further because we need to move in the
right direction and align."
- Anmol
Project Manager
to discuss further because we need to move in the
right direction and align."
- Anmol
Project Manager
"Let's think about the basics of relationships and define Wells Fargo & Gen Z on the page side by side to identify what is the most interesting commonality between them."
- Jeffrey Burgos
Account Manager & Comms Planner
- Jeffrey Burgos
Account Manager & Comms Planner
Strategic Insight:
Even though Gen Zers and Wells Fargo were born over 155 years apart, both have an ever-progressive mindset that makes them surprisingly similar.
Campaign Message:
Wells Fargo is always growing and so are you. Let’s grow together.
Campaign Message:
Wells Fargo is always growing and so are you. Let’s grow together.
"I have ideas on how Wells Fargo
and Gen Z share mindset because they have both values
but I can't seem to visualize this?"
- Jose Alvarado
Art Director
and Gen Z share mindset because they have both values
but I can't seem to visualize this?"
- Jose Alvarado
Art Director
"I completely understand, let's talk
to Andi together and see what we can come up with."
- Anmol
Project Manager
to Andi together and see what we can come up with."
- Anmol
Project Manager
"Well, let's look at the values of
both Wells Fargo and Gen Z. Gen Z want to hear
the values of Wells Fargo so, they are able to
connect instantly."
- Andrea O. Ojeda
PR Specialist & CopyWriter
both Wells Fargo and Gen Z. Gen Z want to hear
the values of Wells Fargo so, they are able to
connect instantly."
- Andrea O. Ojeda
PR Specialist & CopyWriter
Campaign Idea:
To show all the great things that Wells Fargo is doing and telling Gen Z
"it can be better."
To show all the great things that Wells Fargo is doing and telling Gen Z
"it can be better."
"Since our campaign idea is to show great things about Wells Fargo. The copy doesn't make sense with visuals,
I need more time to do the copy."
- Jose Alvarado
Art Director
I need more time to do the copy."
- Jose Alvarado
Art Director
"Let's talk to Andi to help you with the copy so, we can move forward to start developing the Microsite.
We cannot delay it because there
is no overtime budget"
- Anmol
Project Manager
We cannot delay it because there
is no overtime budget"
- Anmol
Project Manager
"I can definitely help with the copy and get it done
this week. It needs to convey the message to Gen Z
about Wells Fargo."
- Andrea O. Ojeda
PR Specialist & CopyWriter
this week. It needs to convey the message to Gen Z
about Wells Fargo."
- Andrea O. Ojeda
PR Specialist & CopyWriter
Campaign Executions
Campaign Experiential:
One of the values of Gen Z is that they love when the brands are volunteering for a good cause and to get their attention Wells Fargo will shut down for a spontaneous day to Volunteer.
One of the values of Gen Z is that they love when the brands are volunteering for a good cause and to get their attention Wells Fargo will shut down for a spontaneous day to Volunteer.
"We need to come up narrative this week. So, we can
give Jose a week to design the leave behind
layout."
- Jeffrey Burgos
Account Manager & Comms Planner
give Jose a week to design the leave behind
layout."
- Jeffrey Burgos
Account Manager & Comms Planner
"Jeff and Lisa need to develop the narrative of the pitch by this week. I need you all to come together and start to need all the content to pitch the deck and leave behind so, we can finalize it by next week."
- Anmol
Project Manager
Project Manager
"I will add synthesized research by this week in the leave behind and pitch deck as well."
- Venisha Henry
Strategic Researcher
- Venisha Henry
Strategic Researcher
"We should think about how presenting the history of Wells Fargo and how it leads into
the research and strategy."
- Lisandra de la Paz
Brand Strategist
the research and strategy."
- Lisandra de la Paz
Brand Strategist
"Yes, agreed but we need this finalize the
narrative by this week."
- Anmol
Project Manager
narrative by this week."
- Anmol
Project Manager
"We have to use the 3
values which are Volunteering, Environmental & Equality from Wells Fargo so, it can lead seamlessly into the Campaign Idea."
- Jeffrey Burgos
Account Manager & Comms Planner
values which are Volunteering, Environmental & Equality from Wells Fargo so, it can lead seamlessly into the Campaign Idea."
- Jeffrey Burgos
Account Manager & Comms Planner
"I need to review the story of pitch and then, I can take look at the leave behind."
- Jeffrey Burgos
Account Manager & Comms Planner
Account Manager & Comms Planner
Let's review the leave behind and pitch deck. I will look closely at the design with content as well.
Jeff, you can review the content and structure.
Jose, please fix any revisions to the design layout by this week so, you don't go over your hours next week.
-Anmol Dhamrait
Project Manager
Jeff, you can review the content and structure.
Jose, please fix any revisions to the design layout by this week so, you don't go over your hours next week.
-Anmol Dhamrait
Project Manager
"I can revise the design layouts and send
them to you by this week."
- Jose Alvarado
Art Director
them to you by this week."
- Jose Alvarado
Art Director
Final Submission
"I submitted the Leave Behind (Printed) & Pitch Deck on time."
- Anmol Dhamrait
Project Manager
- Anmol Dhamrait
Project Manager
