Wells Fargo Food Bank - Give What You Can

Wells Fargo’s Holiday Food Bank initiative turns all 5,000+ branches into food banks. To help visualize its massive scope, we had influencers create content that gamified the sharing of food—showing how cans themselves become symbols of giving during the holiday season.

Using Instagram Stories, influencers “tossed” a can across America. We launched the project with celebrity chefs Curtis Stone and Chef Roble and Philadelphia Flyers’ mascot Gritty on Good Morning America, then had smaller influencers toss the can around the country via Instagram Stories.

Then we asked followers to “fill” our influencers’ bags with a like.

The campaign won Best Campaign of the Year 2018 out of 600 marketing campaigns at Wells Fargo’s internal awards.

MY ROLE: Copywriter/Lead Creative (@Influential). Wrote and pitched concepts to client, developed ideas with influencers, wrote and directed national television script for GMA, wrote influencer scripts and captions.