Give What You Can
Wells Fargo’s Holiday Food Bank initiative transforms 5,000+ bank branches into food banks. To help visualize its scope, we gamified food sharing between celebrities and influencers—turning cans into symbols of giving for the holiday season.Using Instagram Stories, influencers “tossed” a can across America from bag to bag.
- We launched the project with celebrity chefs Curtis Stone and Chef Roble and Philadelphia Flyers’ mascot Gritty on Good Morning America.
- These celebrities tossed the can to smaller influencers who in turn tossed it 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.
