Wells Fargo

Let's Meet

Wells Fargo

Wells Fargo is amongst the top 3 largest banks in the United States with 8,050 branches and 13,000 ATMs.

Founded in 1852 with the foresight to meet the demand of customers on the Pacific Coast they offer everything from checking accounts and debit cards to savings products it helps customers manage their daily lives.

Challenge

Wells Fargo is looking towards the future of banking and wants to define their relationship with the next generation.

Understanding Wells Fargo

From being the first bank to roll out card less ATMs and supporting creation and small business with programs like the Innovation Incubator and the StartUp Accelerator, Wells Fargo has the spirit of innovation.

Innovative Thinking

Courage

Advocacy

Connecting with...

The Environment (Sustainability)

Gen Z

Gen Z in the causes and values they care about.

Racial Equity

Being challenged to do meaningful, significant achievements drives Gen Z.

Higher Education

Insight

Banks can truly alter the future.

We Dare

You

While the pandemic has kept us inside, it has not stopped activism from running rampant online and offline. In fact, as apocalyptic as 2020 was, it was a much-needed mirror that reflected how much action needed to be taken. The world needs change. People are tired of stagnation and inaction. They will do whatever it takes to support the causes they are passionate about. So we challenge, in fact we dare you to go out and act on the things you are passionate about. Take action. We dare you to take action and create a space for innovative and progressive thinking.

The Campaign

Partnership

Why Lego?

This partnership is a natural fit because just like Wells Fargo, LEGO has its commitment to environment.

offers similar programs like the RE:CODE program (uses robots + coding to solve sustainable issues)
resonate with a wide set of age groups
encourages creativity

Guerilla Tactics

LEGO-themed Wells Fargo solar-powered charging stations will be available in big city parks to allow people to power on renewable energy. The station operates as a space to rest and recharge, both literally and figuratively. They will attract interest to the campaign and the experiential that comes up in those select cities that will host the experiential with the addition of NYC.

Live Stream

Dare To Build

A Youth Innovation Challenge with two hundred participants will team up to build and program a functioning LEGO model of their solution to take on a sustainability issue.

The competition will be live streamed from existing LEGOLAND Discovery Centers in 4 different cities across the country's East, West, Midwest, and South regions. This will be an opportunity for our innovators to put their ingenuity to the test under pressure.

Prize:

First place team members win $10,000 each
Second place team members win $5,000 each
Winning Proposals are selected to work with Wells Fargo's Innovation Incubator to implement

Dare to Build: Influencers

We recruit the dynamic duo of Mark Rober and MrBeast to tap into their combined YouTube subscriber base of over 100 million to amplify the reach of this campaign. Both influencers have collaborated to raise millions of dollars for environmental justice initiatives through their YouTube content.

Mark Rober

Youtuber

MrBeast

Youtuber

We Dare You
to Do Better!

Those who were not selected to participate in Dare to Build are dared to either visit the LEGOLAND locations themselves or use their LEGOs at home to create their builds to solve an environmental issue. We want to see all the fantastic posts on TikTok/IG Reels using the audio from our ad.

Influencers

Our influencers will kick off the #WeDareYou challenge by daring their audiences to use the social media ad music in a Tiktok or Instagram Reel.

The Challenge? Do something daring to change the world and dare three other creators to do the same.

Asia Jackson

Actress + Creator

Queen Ife

Producer

Lauren Singer

Activist + Influencer

Hiero Veiga

Muralist

Chain Reaction
When one influencer starts the challenge, they will dare somebody else to post a video using the ad audio showing how they think that they can change the world.

Tools for Change

It is all in the details. Along with the roll out of the campaign, we will offering new features to Wells Fargo such as:

New option to set aside money every month to donate to a cause that you care about via the Wells Fargo Mobile Banking app.
Reinventing Bank Statements: Include language that informs you on the impact of your savings (ex: "Your savings planted 100 trees")
5% cash back for every sustainable item bought with your credit card.
Weekly blogs on the Wells Fargo stories to empower customers to look into "10 Ways You Can Do To Change the World"