BANK OF AMERICA
STUDENT BANKING CAMPAIGN

Most students in college have never been taught how to be smart with their money. Bank of America wanted to increase awareness and offer a guide for students to be more financially literate. 

The character “Morris” was the wise upper classman showing students how to take advantage of all the services Bank of America had to offer. In making Morris more relatable, the campaign had a conversational tone and a homemade feel. The character built everything on his own and streamed episodes from his dorm room. 

More than 50% of visitors initiated the videos.  There was about a 72% conversion rate on finishing the videos. It unlocked crucial learning for students and successfully recruited long-term customers for Bank of America.

ROLE: Team contributor, creative concepting, visual design, interactive ad production

ACCOLADES: Webby Awards