wells fargo brand campaign
Here to help
you get There
Turning every branch ad into a conversation
CAMPAIGN PLATFORM
VISUAL LANGUAGE
CONTENT DIRECTION
Digital experience
EXECUTIVE SUMMARY
As part of the broader environmental media strategy we were developing for Wells Fargo’s branch network, the bank’s in-branch advertising needed to evolve alongside it — to carry the more aspirational, customer-led ambition that the larger strategy was setting. We developed Here to Help You Get There: a campaign platform built around a simple truth — everyone has a there — and engineered for the only place in financial services where a customer can hear an advertisement and immediately act on it by talking to a banker. Every print poster, kiosk, window graphic, teller screen, and waiting area video was designed to spark that conversation. The platform deployed across more than 4,000 branches on day one and ran for two-plus years of quarterly content development before evolving in 2023 toward a more product-benefit-focused direction. We continue to develop most of Wells Fargo’s in-branch advertising today.
An advertising platform that needed to evolve
As part of our broader work on the environmental media strategy for Wells Fargo’s branch network, it became clear that the bank’s existing in-branch advertising needed to evolve alongside it. The campaigns of the day were doing their job — promoting products, hitting quarterly business goals, refreshing on schedule. But they were doing it in a voice that had grown dry and feature-focused, while the work happening around them was reaching for something more emotional, more customer-led, and more confident. Wells Fargo needed an advertising platform that could carry that ambition — one with warmth, authority, and a bit of swagger — while still meeting the practical demands of a quarterly product calendar.
Everyone has a "There"
We developed Here to Help You Get There around a simple, resonant truth: everyone has a there. A goal, a dream, a need, an obstacle to surpass. And no matter where "there" is, Wells Fargo is committed to offering the guidance, partnership, and tools to get there. The platform put the customer at the center of every story, with Wells Fargo positioned not as the hero but as the partner — the one helping them go after it. The language we crafted was deliberately customer-first: assertive and provocative where past messaging had been cautious, but always leading with how the bank’s services could genuinely change someone’s life.
Built for the branch, not adapted to it
The branch is unlike any other advertising environment. It’s the only place where a customer can hear a message about a financial product and turn — in the same moment — to a banker who can help them act on it. That structural advantage shaped everything. Every piece of content — print and digital alike — had a single strategic purpose: to spark that conversation.
Print components went into more than 4,000 Wells Fargo branches on a single day: posters, kiosk displays, window graphics. Customers across the country walked in and immediately saw a bank that was speaking to them differently. The digital campaign layered onto that foundation across every screen in the branch — short narrative-driven spots on teller screens, longer financial education videos in waiting areas, billboard-style content in walk-past zones, ATM screens. The platform also extended into social channels and served as the foundation for the launch of Wells Fargo’s Score Savvy credit score tool.
A platform that kept evolving
We continued to develop and refresh content for Here to Help You Get There every quarter for more than two years, adapting the messaging to seasonal priorities, new products, and shifting market conditions. The feedback from branch banking teams was consistently strong throughout, and one campaign within the platform stood out commercially: "The New 2," a credit card spot, delivered a measurable lift in new card openings.
As the country emerged from the COVID period in 2023, the platform evolved into a more product-benefit-focused direction — reflecting the bank’s business needs and the market sentiment of the moment. The relationship continued past that evolution. We still develop most of Wells Fargo’s in-branch advertising today.
What this proved
The branch is not just where a financial transaction happens. It’s the only advertising environment in financial services where the medium and the moment of action are the same. Here to Help You Get There proved what a campaign platform can do when every touchpoint is engineered not just to communicate, but to start the conversation that converts.
Next Project
