The Challenge: 

Around 2019, Wells Fargo was extremely keen to move the media narrative on from its fake accounts scandal.
They signed a deal with Hudson Yards to become their founding sponsor. Our challenge was to figure out how to use Hudson Yards as a platform to authentically demonstrate Wells Fargo’s ability to provide enhanced value to its customers, as well as demonstrate its commitment to the NYC community.

The Idea:

We landed on a positioning for Wells Fargo at Hudson Yards that we called: The Intersection. This crossroads device would enable us to create experiences and activities that would bring value to customers and simultaneously showcase Wells Fargo’s commitments.  

The Execution

A year-long series of events that were entirely focused on helping Wells Fargo ride the positive wave of customer sentiment surrounding Hudson Yards was built out. Ranging from free Summer music festivals, to one-of-a-kind winter night experiences, with a focus on always having our brand in direct association.

Every piece of communications leveraged Wells Fargo’s iconic red, but also lent that distinctive asset to other shapes and graphics to make sure our brand became synonymous with all things Hudson Yards.