This campaign is the most powerful, Inclusive campaign I’ve ever done. I’m proud to say that we pushed to change from “compassion” to “empathy” for the strategic platform. This was pre-pandemic, before the concept of “empathy” really took off in all major categories and brands. This campaign was designed digital and social first, highlighting Wells Fargo financial commitment for underserved communities specifically targeting Hispanic, African American, Asian, LGBTQ, Military, People with Disabilities, and Native Nations. Home ownership, education and small business were the main drivers.