01 — Project details

Our target audience, UpMarket Millenials, already understood the importance of saving money. But with inflation and burnout at an all-time high, we wanted to avoid our National Savings Day campaign feeling like just another burden.

02 — Creative process

My campaign, Celebrate the Reasons You Save, swooped in with a warm drink and a friendly reminder to stop, breathe, and reflect on the priorities that undergird our audience's savings goals.

My approach:

1. took the audience back to the beginning of their financial journey.

2. made the audience's WHY our campaign hero.