When Wells Fargo approached SS+K to work on the philanthropy campaign to help launch their $1 billion dollar commitment to affordability housing solutions, it was a natural move for SS+K to accept the challenge in addressing this mounting national crisis. Working to shed light on a problem that many Americans are either are not aware of or not closely related to is exactly the kind of issue SS+K loves to tackle.
SS+K found that the creative work needed to illustrate how this issue affects everyday Americans, bringing to life the human stories of those affected by the housing affordability crisis and share the tangible actions being taken by Wells Fargo.
Originally SS+K worked with outgoing CEO Jon Campbell to deliver a Manifesto speech about the housing crisis and Wells Fargo’s plan to address it. This speech was presented at the Social Innovation Summit in June. This declaration led to the inspiration of a full-body of creative work that is running this fall on Sunday morning news programming, such as ‘This Week’ on ABC, ‘Meet the Press’ on NBC and CBS’s Face the Nation. Full and junior pages ads ran in The Wall Street Journal, New York Times, Politico, The Hill, and The Washington Post.
The TV work uses the construct of Americans living ‘far from home’ due to the lack of affordable housing and illustrates this through long, early or late commutes which makes it harder for people to be with loved ones. The voiceover starts with ‘Rising rent and home prices are pushing Americans further from the places they work. This is straining the backbone of our communities. To do our part, Wells Fargo has committed one billion dollars over the next six years to develop housing affordability solutions.’
Those solutions include addressing homelessness, available and affordable rentals, transitional housing, and homeownership. With the use of fact-based statistics and real-life examples of the tradeoffs hard-working Americans make to keep their homes along with concrete examples of the work Wells Fargo is doing, the campaign helps show that while this is a national crisis it can be addressed–if we all work together.
In addition to television and print, social networking creative illustrated the real-life tradeoffs people make to pay their rent or their mortgage. For example, in ‘Tradeoffs’, a mother is feeding her child fresh fruit because: ‘She shouldn’t have to choose between nutritious food for her family and a place to live.’ Other work uses statistics to help communicate the real-world consequences of the lack of affordable housing such as: ‘The median rent has grown 12 times faster than the median income since 1960,’ and ‘Every 100 affordable homes can inject $7.9 million into the local economy.’Top
When people hear or see that someone has a disability, there is a natural tendency to want to help that person and do things for them—usually without their direct involvement. Society has a habit of focusing on what people with disabilities can and can’t do—instead of what people with disabilities want to do.
We launched Wells Fargo’s “With, Always” campaign to show what’s possible when people are given the opportunity to realize their professional dreams and to establish Wells Fargo’s commitment to working with people with disabilities, always. Much of the effort came together with the direct collaboration and leadership of people who identify as disabled, including Jessica Oddi, the artist who created the heart of the marketing campaign’s portrait illustrations and Lawrence Carter-Long, who provided audio content. Activist Liz Jackson, creator of The Disabled List, also contributed to the effort. Kathy Martinez, SVP and head of Disability and Accessibility Strategy at Wells Fargo is the client lead; she was born blind.
The work, told through Jessica Oddi’s art, celebrates some of the significant contributions people with disabilities have made to society including Louis Braille, Stephen Farffler, Franklin Delano Roosevelt, Harriet Tubman, Farida Bedwei, Justin Dart and Vint Cerf.
The campaign launched in celebration of National Disability Employment Awareness Month this past October, debuting at the closing bell of the New York Stock Exchange on October 3rd, where Kathy Martinez and Wells Fargo CMO Jamie Moldafsky rang the bell. The work appeared as part of an activation experience at the No Barriers Summit in NYC on October 4th-6th, an interactive event focused on creating a world of greater possibilities. No Barriers is an organization Wells Fargo has supported since 2014. All of the “With, Always” efforts were accompanied by Braille, audio and ASL elements to ensure the campaign is as accessible as possible.Top
Our newest NCAA PSA spot titled “Label Me” launched on Selection Sunday and we couldn’t be more excited. Read more about how college sports play a role in bringing student-athletes together in Adweek; NCAA Launches Latest Brand PSA Focused on Inclusion.Top
The past election year has seen extreme polarization of voters, pundits, and the media. Outraged by the division and rising bias of the media, Alyssa Georg and Elena Knox – two members of our creative team, created readbetweentheheadlines.com, a site that cuts through the extreme left and right headlines to deliver an unbiased account of the news.
On February 2nd, the leader of the free world held a news conference where among other things, he asked a black journalist if she was friends with the CBC. Outraged, Alyssa Georg and Elena Knox couldn’t help asking themselves: How can the nation be so divided on issues that seemed so black and white? The answer was on Fox News.
CNN’s page was taken up by huge type that read, “Trump Lashes Out.” – a sentiment the creatives vehemently agreed with. Fox News, however, donned a headline in smaller type that read, “Press Beat Down: Trump blasts out of control media, defends agenda, administration.”
And that’s when it clicked. Within a matter of minutes, the duo bought the url readbetweentheheadlines.com and got to work. “We felt like we needed to a shine a light on the reality that part of the reason people are divided is because they are getting news that is completely biased,” says Georg.
On Read Between the Headlines, users are served up the same piece of news but delivered by Fox News and CNN. Sometimes the contrasts are huge, sometimes it’s just a few words that differentiate them, but they’re always written in favor of their audience’s party. In the middle is the actual news – the simple facts of what both articles are communicating with out the bias language.
The creatives did the piece in the hopes that it would make people realize that we are being fed our bias and therefor maybe create some understanding with the members of the opposing party. “Every day we are continually shocked by how different the headlines are even though they’re reporting the same thing,” says Knox. And while they may be liberals, they affirm both parties are at fault.
Would there be less division, anger and misunderstandings if we we’re all just getting the facts? Perhaps. And a simple generator isn’t going to change the world, but the women hope it will at least open a few eyes.
Until I was about 17, I asked for the girls’ toy with my McDonalds Happy Meal. How could I turn down a free MY LITTLE PONY!? The looks I received when I pulled around to the window still haunt me in my sleep.
In 1998 that made me “a queer,” but if I were a teenager today, it might be just the ticket I would need to earn a seat at the cool table. Today’s teenager passionately believes that he, she or “ze” has the right to create their own identity and to share that identity with the world. At the 2016 Youth Marketing Strategy conference last week, I was fascinated by the way Gen Z-inspired gender fluidity is being reflected in consumer and culture trends. The future is full of brand challenges as Gen Z’s desire to express identities free of traditional gender barriers clashes with a world where prejudice still lingers. Read MoreTop
SS+K, Bully Pulpit Interactive, and Frontier Solutions have been working with the NCAA since July 2015. And in that time, we have helped their organization both understand and engage new audiences about their passion for creating opportunity for college athletes: through their commitment to academics, well-being and fairness. So when the ask came to empower female athletes in ad, we, two female creatives, were pissed. Read MoreTop
Every year, in the window between Apple’s iPhone event and the day customers can actually buy one, tech press are given access to new devices early– as long as they agree to hold their reviews until a specific time of Apple’s choosing. Apple’s embargo strategy has a history of being choreographed to ensure exposure in the publication it feels is most important on launch day. A discussion on last week’s CTRL-WALT-DELETE podcast between tech journalists Nilay Patel and Walt Mossberg of The Verge and Recode revealed how those priorities have shifted over the years. Read MoreTop