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Flipping economic downturn upwards for BOA

Challenge In 2008 an unprecedented financial crisis struck the world, with the Occupy Wall Street movement emergnig as symbolic figurehead to an undercurrent of public distrust in financial institutions. With several housing and lending scandals lingering, Bank of America entered a public reputation freefall, becoming the posterchild for too big to fail banks. People trusted technology (and banks' online products) more than banks themselves, citing a lack of humanity and integrity. Insight The change in the value of trust led us to a see a fundamental shift away from the institutional era of business. Humans now intrinsically valued a sense of personal connectedness above corporations, with products and services that help us to share things because it makes life easier to do the things we are already inclined to do. We called this the Human Era Strategy As human beings, we have a fundamental need for connection with others. The need to connect is so deeply within us that simply seeing connections makes us feel connected. Idea Llfe's better when we're connected Results - 47% rise in stock price - 31% increase in brand favorability

Project Roles
Hill Holliday
Brand Strategy, Creative Direction, Creative Research, Creative Strategy, Wrangling - Creatives
Commercials - Radio, Mobile Apps, Products - Digital, Social Media Content, Television, Websites
Project Industries
Flipping economic downturn upwards for BOA