SunTrust Bank: From Financial Stress to Confidence

Client: Strategic Planning at StrawberryFrog

The Challenge: According to the Millennial Disruption Index, 71% of Millennials would rather go to their dentist than listen to what banks are saying. In a disliked category, how can we connect with this new generation?

The Solution: Working for Cultural Movement agency StrawberryFrog, we launched a movement that began with acknowledging the amount of financial stress people from all walks of life were feeling. Rather than reinforcing the category conventions of happy retirements and successful college planning, our strategy began with SunTrust Banks honestly acknowledging how people (Millennials) are feeling today. The work launched on Super Bowl 50 with an accompanying onup.com site where people could join the movement, take a Mental Wealth Survey and learn that they were not alone. Just shy of a year later, more than 1 million people had joined the movement at onup.com. The work was awarded by the 2016 Brand Film Festival.

Credit: StrawberryFrog